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Under Armour

CUSTOM AUDIENCE ACTIVATION

AUDIENCE:
ATHLETIC FEMALES


CHALLENGE

Under Armour was looking for strategic insights to fuel their upcoming launch of new products aimed at females. UA wanted to tap into a new opportunity audience of “Athletic Females” without polarizing their original core audience of “Female Athletes.” The goal was to expand the reach of campaigns across all of their teams, including social and digital marketing, content and PR, SEO and Media.

SOLUTION

audience.ai’s strategic insights drove expanded Under Armour targeting definitions to include unbranded fitness-related keywords.

audience.ai also expanded targeting to people who didn’t necessarily mention a brand or fitness interest, but shared other interests that matched the audience profiles.

They identified “Tier” 2 Influencers to quickly expand reach and identified top TV & Music genres to efficiently target audiences on Hulu and Pandora.

RESULTS

  • Expanded reach by 40% on Facebook and Twitter
  • 116% increase in conversations of Athletic Females
  • Two new brand ambassadors – Misty Copeland and Gisele Bundchen
  • 40% lower cost per engagement*
  • 28% increase in engagements*

*Engagements defined as click through to UA ecommerce site.