Networked Insights provided key audience insights in the initial planning stages of Under Armour’s I Will What I Want campaign, allowing the brand and its agency partners to integrate findings and optimize every aspect of the campaign earlier than ever before. Insights revealed unique motivators for each of the brand’s opportunity audiences: The everyday Athletic Female who likes to work out and Female Athletes, who compete through organized sports.
By digging in to the social data, Networked Insights revealed opportunities to engage with each segment uniquely, and expand Under Armour’s reach outside of its existing customer base. Results not only revealed consumer-focused messaging opportunities and calls-to-action, but also optimized digital targeting opportunities and influencer networks, driving broader reach as the campaign began to trend.
Download this case study to learn how Networked Insights helped Under Armour increase conversation about the brand among women.