In an effort to reach their
core target audience, Under Armour is developing advertising content
specifically designed for the Snapchat mobile experience. Among the top trafficked
social media platforms and a highly engaging media format, Snapchat stands out
because it commands a significant portion of younger age demographics, which is
exactly where under Armour is concentrating its marketing efforts. Snapchat’s
user base skews towards a younger demographic than Facebook, Instagram,
Twitter, and others in the social media landscape. Leveraging the Snapchat
platform will allow Under Armour to more easily and directly reach this highly
prized customer demographic.
Snapchat’s platform
offers brief (seconds long) video clips and a high level of interactivity and
user-generated content. In order to fit into the app’s platform, Under Armour has
created five-second advertising videos as well as lenses for Snapchat users to
engage with the Under Armour content. Much of the content includes Under Armour
influencers and athletes like Stephen Curry, who embodies role models for this
younger age demographic. As a result of the latest content rollout, Snapchat
users embraced the new material and used the Under Armour filter/lens
surrounding the NBA all-star game. Under Armour plans to continue this success
moving into the future, especially around high-profile events of the sports
season but also on an ongoing basis.
This is one example of
how social media platforms are playing a central role in large corporations’
marketing campaigns, beyond traditional digital marketing efforts such as
display ads and email. With this new mobile, short video format, Under Armour
now ensures that when filming athletes for TV commercials they also film for
the purposes of Snapchat clips and lenses. We can expect to see a growing
presence of corporate marketing campaigns within Snapchat’s unique format due
the growing user base of Snapchat, particularly because the demographic is high
value for many corporations.
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