“…we can be a little better, we can push a little harder. So why would we set our sights on anything but being No. 1?”
Kevin Plank, CEO, Under Armour
On Monday, Under Armour was named Marketer of the Year by AdAge, and we couldn’t be more excited for them. Ad Age recognized Under Armour for their most recent women’s campaign, “I Will What I Want,” in which Networked Insights played an important role.
Prior to the launch of the campaign, Networked Insights helped Under Armour and their agency partners better understand two key audiences: the everyday athletic female who likes to work out and female athletes who compete through organized sports in school. By identifying these individuals in social and building audiences for continuous analysis, Networked Insights identified unique opportunities to engage each segment and expand reach. NI also leveraged the audiences for ongoing content recommendations to sustain momentum and stay relevant in the eyes of the consumer.
With ongoing support from Networked Insights, Under Armour’s “I Will What I Want” campaign increased brand awareness among women and the target audiences, increased the brand’s association with style and empowerment, and ultimately broadened UA’s opportunity for new sales.
The company, founded in 1996 by Kevin Plank, has recently seen an increase in sales thanks to its newfound marketing approach and campaigns. Under Armour anticipates $3 billion in revenue this year and just completed its 18 consecutive quarter of more than 20 percent sales growth. With successful marketing campaigns that increase sales, Under Armour is poised to become the second-largest global athletic brand, just behind Nike.
Under Armour has received other acclaims for its “I Will What I Want” campaign, being recognized as one of AdWeek’s top 10 best ads of 2014. We’re proud of our partner and excited to see all of the success that’s yet to come.