Under Armour - Advertising 420

Daniela Pittiglio

#UnderArmourWomen

A little about Under Armour • 1996- Kevin Plank began Under Armour

• Started with an idea to build a superior T-shirt

• Focus: Development, marketing and distribution of branded apparel, footwear, and accessories.

Objectives• Increase Engagement with Athletic Women

• Increase Sales of Women’s Apparel and Accessories

Target Audience

Big Idea• Women empowerment

• Connecting to the female audience

• #UnderArmourWomen

Media Plan

Twitter

BlogProduct Demos

and ReviewsWomen’s Fitness Tips

Interviews/endorsements

Women Athletes

Media Plan ContinuedYoutube

Mobile

• Interviews with Athletes• Tips and Tricks• Product Demos

• Mobile Optimization • Apps and mobile sites

Search Engine Optimization

Keywords• Women’s Shoes• Women’s Cloths• Woman’s Fitness• Ladies Fitness• Exercise • Ladies Athletic Cloths• Ladies Fitness Gear• Running Shoes• Women’s Shoes• Womens Shoes

Budget and Timeline Monthly Total

Endorsements 20,000,000

SEO 100,000 600,000

Content 5,000,000

Social Media 7,500 45,000

Mobile 15,000

Unexpected Costs 200,000

Total 107,500 25,860,000

Measuring Success

• Social Platforms- Interactions, Engagements, Likes, Follows, Shares

• Website and SEO- Google Analytics, URL Tracking

• Product Popularity- The change in sales