Under Armour is using nontraditional media to market to the masses. Over the years, the variety of marketing functions has propelled Under Armour to “the leading company in the performance apparel market.” The company decided to focus its marketing efforts to target the female population, the demographic that has been overlooked in past successful campaigns. UA’s past marketing campaign is “No Matter What, Sweat Every Day. I WILL.”
Under Armour is pushing this campaign on a variety of nontraditional media outlets (e.g. Facebook, Hulu, Twitter, etc.), the company is not neglecting its mass media for advertisements and has shown commercials on Bravo, E!, and VH1, specifically focused on the female audience. Additionally to engaging consumers with advertisements, the company has created a “What’s Beautiful” microsite and mobile app “that [allows] women [to] document and share their daily workouts. Those features are being pushed via Facebook posts to the brand’s nearly two million fans on the social site.” This interactive media encourages women to create a profile and interact daily with other members. Check out the video of their “What’s Beautiful” campaign.
The company captures the audience’s attention advertising by using high profile athletes (e.g. Michael Phelps, Lindsay Vonn, Tom Brady, etc.) and promoting and sponsoring sporting events. They have created a brand identity using the athletes that wear their gear and the message their commercials convey.
Under Armour’s direct response advertising makes browsing and buying online so simple. The email ads and sales promotions to save 10% entice consumers to click on the advert directing them to the website, where they can purchase their goods online. Besides the quality products and inspiring advertisements, Under Armour has obtained or maintained an increasing consumer brand loyalty over the years because of their charitable community activism, specifically the UA Freedom initiative that supports the Wounded Warrior Project.
What other ways is Under Armour achieving best practices with its use of emerging media?