Tuesday, September 08, 2015

How Under Armour Uses a Scrappy Outsider Will to Get What it Wants

It has been hard not to notice Under Armour's rise to power. It took 19 years for the brand to be a major contender against Nike but it has really been in the last few years that the once niche sports apparel brand harnessed the power of digital marketing to get to the size and recognition that it enjoys today especially when it comes to women. They have done an exemplary job of recognizing who they are as a brand, who their customer is and could be and the best way to reach their target audiences in a digital age.

Under Armour launched their highly successful women's I Will What I Want campaign on YouTube. With the longer video format they were able to tell a much more moving story and provoke an ongoing discussion that will forever be tied to their brand. The campaign was their most successful ever earning 3 billion earned impressions. Under Armour has also adopted a data-driven approach to marketing. Through the acquisition of MapMyFitness, MyFitness Pal and Endomodo the company is not only tying itself to the journey people go through everyday to reach their fitness goals but more importantly acquiring customer data on workout, eating and sleeping habits. The company has also capitalized on the power of social media with the use of campaign-specific hashtags and the sponsorship of fitness instructors with strong social media followers.

http://www.fastcocreate.com/3050420/behind-the-brand/how-under-armour-uses-a-scrappy-outsider-will-to-get-what-it-wants

https://www.youtube.com/watch?v=ZY0cdXr_1MA

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