Digital Strategy:

Under Armour

Target Audience:

My Target Audience is Men ages 17-30. I chose this specifically because Men are most

active during this age and are likely to be most active over other ages and genders. They

are also more likely to know and use Under Armour products.

Key Performance Indicators

I know this campaign will be a success because we have several goals that we know we

can accomplish and succeed in.

Have our campaigns target stickily Men aged 17-30 and do the flight and hiatus technique.

Become more active with social media. Under Armour will have a Twitter hashtag where if people use it will

become in a running for a gift certificate during certain the time periods of spring (May) and winter (November-

December)

Use AdWords to promote Under Armour Ads on Google, Yahoo and Bing. Along with other athletic sites to

create competition and reach.

Continued…

I want to accomplish a more aware market of Under Armour and

increase sales at least 20%. Along with making it know that Under

Armour is reliable, well known and higher class brand. This will be

discussed more in “Big Idea”

Big Idea

The big idea of this Under Armour campaign is to raise awareness in

our target audience and have this brand be their go to athletic

gear every time. Since Under Armour reputation is well known and

successful. With increasing the sales as discussed earlier consumers

will know Under Armour has a wide range of merchandise for any

athletic sport or casual wear at an affordable price.

Tools & Tactics

When you go for a run what brand shoes do you wear?

What brand running shorts? Running shirt? Do you even

know? What if you could name everything you wore with

one well known name and be able to be proud of it.

Well you can, it is called Under Armour. With the wide

range of athletic wear for any type of shape or size this

company is a favorite to many people. That is exactly

what this campaign is going to continue to do

Continued…

Using Instagram to showcase new athletic wear and people using it

with a cool twist of different photo options. Having Facebook so

people can post what they are wearing and what activity they are

doing allow the social world to see. Vine to show a mini video of a

workout and them wearing Under Armour. Social Media is huge so

we must use it to its advantage.

Continued….

Budget

With research I found Under Armour spends roughly 200 million dollars

on advertising and marketing. I picked a budget of 2 million. With a

budget like this we are fortunate to do many different types of

marketing. It will take about one week to come with a strategy,

Planning Build, Implementation, Management and Adwords.

Adwords- $56,000- $60,000

Strategy/ Planning Building/ Implementation/ Management- $1,000,000

Total – $1,060,000

Summary

Increase sales 20%

Target Men 17-30

Use Social Media and Digital Marketing

Budget of $2 million

Use high end key words

Make it aware of low end key works- stay away from

Make a successful campaign and succeed in the digital strategy