Under Armour

Campus Blitz

01 – The Ask

Under Armour challenged us to find an authentic way to promote their relationship with elite College Football programs across the country and to demonstrate how those programs benefit from Under Armour’s equipment, apparel and support.

02 — The Insight

Great social content is platform-specific. On Instagram, engagement data proved that Under Armour’s audience craves raw, authentically captured content rather than highly produced content, especially when it comes to video.

03 — UA Campus Blitz

We created the the UA Campus Blitz, a content series designed specifically for Instagram Stories that provided fans with exclusive access to College Football programs sponsored by Under Armour.

Here’s how it worked:

We visited six different schools the weekend of key football games. To capture the energy on campus, we arrived and began shooting content 48 hours before each game. A student from each school served as our host, taking us around campus and helping us interview head coaches, strength coaches, equipment managers, and other team personnel to deliver a complete picture of each school’s football program. We showcased student pep rallies and pre-game excitement to help draw our Instagram audience in. The first frame of each story was published the morning of the big game and the final frame featured our student host signing off just moments before kickoff.

04 — The Results

Campus Blitz allowed us to highlight Under Armour’s sponsorship of some of the biggest NCAA Football programs in the country in a way that entertained and engaged our social followers. We also connected with each school’s student population along the way. We accomplished all this while complying with NCAA regulations, which prohibit brands from featuring student athletes.

UA Campus Blitz content generated 22M impressions with an average of 123K impressions per Instagram Story frame, 4.2% higher than Under Armour’s average during that time period. Additionally, our Instagram Stories achieved a 45% completion rate, despite each story being over 30 frames long.

22M

IMPRESSIONS

123K

PER INSTAGRAM STORY FRAME

45%

COMPLETION RATE

Los Angeles

10000 Washington Blvd, Fl 6
Culver City, CA 90232
424.209.8346

Denver

2819 Larimer Street
Denver, CO 80205
303.442.2542

 

New York City

383 5th Avenue, Fl 5
New York, NY 10016
646.350.4971

 

Los Angeles

10000 Washington Blvd, Floor 6
Culver City, CA 90232
424.209.8346

 

Denver

2819 Larimer Street
Denver, CO 80205
303.442.2542

 

 

New York City

383 5th Avenue, Floor 5
New York, NY 10016
646.350.4971

 

 

Movement Strategy is a social media and digital marketing agency for leading entertainment & sports, lifestyle & ecommerce, and food & beverage brands.

© Movement Strategy 2019

© Movement Strategy 2019