UNDER ARMOUR CASE STUDY

Ad of the Day: Under Armour Presents Gisele Bündchen Like You've Never Seen Her

In the "I Will What I Want" campaign, Under Armour aimed to redefine its brand perception among women, addressing the challenge of being perceived as hypermasculine and not inclusive. To be successful, they used the basic steps to conduct marketing research. 

The first step in the marketing research process was defining the problem. Under Armour recognized that many women saw their brand as too masculine and not meant for them. This view limited their ability to attract female customers. To fix this issue, they needed to change how women viewed the brand and make it more inclusive. The goal was to show that Under Armour was for all athletes. 

The next step was designing the research. Under Armour worked with the advertising agency Droga5 to create a campaign that would authentically connect with women. They wanted the campaign to be empowering and to speak to women's experiences. A key part of the strategy was using real-time engagement, meaning they would collect and respond to feedback as the campaign progressed. 

After that, they focused on designing data collection forms. To understand what women thought about athleticism and performance, they created different ways to gather feedback. They looked at social media comments, and interviews, and used surveys to hear directly from women about their experiences with sports and fitness. 

Next, they had to specify the sample. Since they wanted to reach women who felt left out by traditional sports brands, they focused on gathering input from a diverse group. This included women from different backgrounds, fitness levels, and sports interests. By doing this, they made sure that the campaign would be relevant to a wide range of women. 

Once the sample was chosen, they moved on to collecting the data. Under Armour used surveys, focus groups, and social media analytics to learn more about women's opinions on sports apparel. They paid close attention to words women used to describe athleticism and what they wanted from a sports brand. 

After collecting the data, they worked on analyzing the results. They looked for patterns in the feedback and identified key themes that could shape their campaign. The research showed that women wanted a brand that supported their own definitions of strength and performance. They also discovered that featuring strong female athletes and public figures could help shift the brand's image. 

Finally, Under Armour had to write the research report and present the findings. They put together a report with all their insights and recommendations. This report was shared with their creative teams, who then used the information to develop the "I Will What I Want" campaign. The campaign focused on powerful women, like Gisele Bündchen and Misty Copeland, to show that Under Armour was for all women who pursued their goals. 

By following these steps, Under Armour was able to strategically leverage market research to create the "I Will What I Want" campaign. This approach allowed them to authentically connect with their audience, resulting in significant increases in brand conversation, web traffic, and positive media attention. The campaign not only won awards but also positioned Under Armour as a leader in empowering female athletes, showing how proper market research can drive successful, impactful marketing campaigns. 



Citations: 

Cannes Lions Case Study: Under armour kicks its way to the top. Digital marketing case study - Cannes Lions case study: Under Armour kicks its way to the top - Digital Training Academy. (n.d.). http://www.digitaltrainingacademy.com/casestudies/2015/07/cannes_lions_case_study_under_armour_kicks_its_way_to_the_top.php 

Libretexts. (2023, July 26). 10.2: Steps in the marketing research process. Business LibreTexts. https://biz.libretexts.org/Bookshelves/Marketing/Principles_of_Marketing_(LibreTexts)/10%3A_Gathering_and_Using_Information-_Marketing_Research_and_Market_Intelligence/10.2%3A_Steps_in_the_Marketing_Research_Process 

Under armour: I will what I want. Home. (n.d.). https://droga5.com/work/under-armour/ 



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