Under Armour: I Will What I Want, 3

Credits & Description:

Category: Retail
Media: TV, Print, Online, OOH
Agency: Droga5
Client: Under Armour
Brand: Under Armour
Company: Droga5, New York
Target: USA · North America
Creative Chariman: David Droga, Droga5
Chief Creative Officer: Ted Royer, Droga5
Creative Director: Hannes Ciatti, Droga5
Creative Director: John McKelvey, Droga5
Copywriter: Felix Richter, Droga5
Art Director: Alexander Nowak, Droga5
Art Director: Karen Land Short, Droga5
Executive Producer, Broadcast: Matt Nowak, Droga5
Associate Producer, Broadcast: Goldie Robbens, Droga5
Executive Producer, Interactive: Justin Durazzo, Droga5
Executive Tech Director: David Justus, Droga5
UX Director: Daniel Perlin, Droga5
Brand Strategy Director: Zach Foster, Droga5
Digital Strategist: Candice Chen, Droga5
Group Account Director: Julian Cheevers, Droga5
Account Manager: Scott Sullivan, Droga5
Head of Broadcast Production: Ben Davies, Droga5
Director: Jaron Albertin, Smuggler
Director of Photography: Andrij Parekh, Smuggler
Editor: Ben Jordan, Smuggler
Language: English (US)
Objectives: Awareness, Preference, Intent, Online Traffic, Sales, Recommendation, Direct Response
Tags: Retail, North America, English (US), Awareness, Preference, Intent, Online Traffic, Sales, Recommendation, Direct Response, TV, Print, Online, OOH  
Campaign Description
Under Armour is a rising star in the sports apparel market, but its uber-masculine image and football heritage was a polarizing barrier for women. Our brief was to connect with 20-to-35-year-old athletic women by establishing Under Armour as a stylish and empowering brand.
We looked at the larger cultural context of women today and found that they are surrounded by constant pressure. I WILL WHAT I WANT celebrates women who defy expectations and ignore the noise of outside judgments.
We launched with Misty Copeland, soloist for the American Ballet Theatre. Misty was not predestined to be a ballerina. But will trumps fate. Next we signed a woman sure to be judged, supermodel Gisele Bündchen. We announced the unlikely partnership, then used people’s real online comments in our TV ads and a live web experience.
Campaign Goals
We created a fully integrated, multi-channel platform with social media and Facebook at the core.
Our roll-out plan was crafted to create two spikes of conversation. The first spike featured Misty Copeland and established our message. After conversation leveled off, we created a second spike around Gisele Bündchen to build on campaign momentum.
We leveraged high-quality online video, OOH and TV for Misty to showcase her compelling narrative. Each asset was designed to be picked up by press, start a conversation, and be shared on social media. Influencers were leveraged, including our Under Armour athletes, to stoke social conversation.
For Gisele, Facebook user comments were at the heart of the experience: After seeding a teaser film on the platform, we used people’s real online reactions on the platform in our TV ads just two days later. A web experience then became a live interactive experiment.
A custom engine scraped the web for comments made about Gisele. Comments were rendered instantly and displayed on the site.
For the first time, the entire online discussion about a single person was happening on one website in real time. Gisele is seen sticking to her routine while contradictory opinions on social media flash behind her, proving will beats noise live.
Campaign Performance
Generated 5 billion media impressions worldwide
$35 million dollars in earned media
+42% traffic to UA.com
Under Armour Women’s sales lifted 28%
900% increase in Style and Empowerment score
Under Armour has overtaken Adidas and is now 2nd to Nike in the US.
Generated 5 billion media impressions worldwide
$35 million dollars in earned media
+42% traffic to UA.com
Under Armour Women’s sales lifted 28%
900% increase in Style and Empowerment score
Under Armour has overtaken Adidas and is now 2nd to Nike in the US.
Generated 5 billion media impressions worldwide
$35 million dollars in earned media
+42% traffic to UA.com
Under Armour Women’s sales lifted 28%
900% increase in Style and Empowerment score
Under Armour has overtaken Adidas and is now 2nd to Nike in the US.