Under Armour

#UAChallenge

01 — The Opportunity

We needed to find a way to activate Under Armour’s athletes in social, to strengthen their association with the brand, and to do it in a way that felt authentic to our Instagram audience.

02 — The Insight

The Under Armour social audience craves authenticity. We realized that overly produced, promotional content was falling flat while real, authentic, in-the-moment videos were performing well. It became clear that we could create extremely impactful content with minimal budget and without asking much of athlete’s time. So that’s what we set out to do.

03 — The #UAChallenge

We created the #UAChallenge, a weekly Instagram Story series where Under Armour’s sponsored athletes and trainers demonstrate unique exercises then challenge the brand’s social followers to try it on their own. The beauty of the #UAChallenge lay in its simplicity; we could shoot an episode of it in under an hour, meaning it could be tacked onto an existing production with a major athlete or, if given dedicated time, we could shoot 8 episodes of it in a single day.

With the #UAChallenge, we not only found a way to showcase Under Armour’s athletes, but to inspire our fans and create a means of engaging with them on a deeper level than just likes, comments and shares. We also found a way to showcase product naturally, without feeling promotional or forced. We included interstitial frames within each #UAChallenge story, where we tagged product and encouraged fans to click through to purchase.

04 — The Results

The #UAChallenge is a hit. It’s become one of Under Armour’s longest-running and top performing Instagram content series. To date, we’ve produced and published over 30 #UAChallenge stories and accompanying grid posts, which together have generated over 125M impressions, 35M video views, 2.5M engagements and over 3,000 UGC submissions from Under Armour fans trying #UAChallenge exercises on their own.

125M

IMPRESSIONS

35M

VIDEO VIEWS

2.5M

ENGAGEMENTS

3000

UGC SUBMISSIONS

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