Case Study: Nike.com amplifies Black mothers’ voices with Instrument's Ultra Sound series

Nike.com grows Maternity interest 2.3x with Instrument

Instrument worked with Nike.com to address the challenge of serving Black mothers-to-be and improving their access to sport and wellness, an effort they described as being critical for survival. The goal was to create a supportive and honest content series for this audience.

The solution Instrument implemented was the creation of "Ultra Sound," a five-episode conversation series hosted by Olympian Sanya Richards-Ross. Instrument developed a comprehensive channel and content strategy, produced the series with a nearly all-female crew, and crafted a refined visual design to keep the focus on the mothers' experiences. This project by Instrument successfully built community and trust, resulting in over 1 million impressions and growing the 'Maternity' interest following in the Nike app from 67,000 to 156,000.

Nike.com