Under Armour is an American sports clothing and accessories company that supplies a wide range of sportswear and casual apparel for its customers.
Back in March of 2011, Under Armour director of digital media, Dan Mecchi explained that the company used their core marketing principles to guide a new campaign strategy to get people involved.
Under Armour embraced the power of their brand among a core target audience of 13 to 24 year-olds and enlisted companies to participate, and talk about the brand. They utilized social media to drive an “Ultimate Intern Program” where two finalists – out of more than 10,000 inquiries and over 5,000 applicants on Facebook and Twitter combined – were selected to join their marketing team to help communicate brand messages and values with an emphasis on digital engagement. While the campaign was created to find to college interns, it also generated positive buzz about the brand. The Ultimate Intern Program brought more than 120,000 new Facebook fans and over 4,000 new Twitter followers.
The Program was such a great success for the company that they have expanded the Ultimate Intern Program in 2012. Not only will they be able to continue to build their fun, powerful brand, they will also share the Under Armour experience across the world through the use of social media.
Under Armour introduced a goal-setting website called “What’s Beautiful” in attempt to target women toward their product. This competition involving Twitter and FaceBook is aimed to redefine the female athlete, with the end result of three new faces for Under Armour. This new site does not focus on how women look, instead it allows women to enter and keep track of their own personal fitness goals. Through the site, women can announce their goal, post progress with videos, photos and entries. When women sign up they will receive Under Armour missions that they may choose to complete as well as motivational content from guest trainers, athletes sponsored by Under Armour and gear giveaways.
The Under Armour FaceBook page communicates directly with the consumer to empower them to do better or help them achieve goals. Consumers can post pictures of them working out using Under Armour gear. Its also host contests such as Finding Undeniable which is a contest where high schools compete to show what each school is made of. The winner will receive $140,000 worth of Under Armour gear. Through this contest, Under Armour is able to gain new followers and hopefully loyal customers to their brand. Customers of Under Armour use Twitter to talk about products that they have used and experiences that they have had using those products. Under Armour also uses Twitter to promote the athletes they sponsor. The companies YouTube page has more than 100 videos that have accumulated more than 2,4 million views. These videos inspire people to get into the game and take it to the next level.
Nike is a competitive brand that is better known and that has been around for longer period of time. Nike first stated to get into the social realm back in 1996 when it started nike.com. After that, in 2006, Nike went to YouTube were it showed the first video to go viral, and then to MySpace. Nike has said that social media is a way to grow relationships with customers and by using social networks they can inspire them and enable then to do better.
Source: Article in blog.shop.org, FaceBook, Twitter and Nike