In 2015, NikeWomen wanted a social-forward series to increase awareness of its scripted mini-series, “Margot vs. Lily.”

Drop and Give Me 29 is weekly (wo)man-in-the-office Snapchat series that featured Refinery29 editors demonstrating exercise moves from Nike’s Training Club App, then challenging others to try the move for themselves.

To incentivize tune-in, we offered exclusive R29 or Nike swag to participating viewers. Each post highlighted the date and time of the next Margot vs. Lily episode.