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Welcome to my SNHU Blog!
In this case study, we identify the key segments used that helped Under Armour run one of the most successful campaigns targeted towards women. Created in 1996, the company had $2.3 billion in sales by 2013 but only $500 million came from women's apparel. The "I Will What I Want" campaign was implemented to target the female market segment.
Using key segment strategies, this became the most successful campaign to ever target women's apparel. Celebrity endorsements was the most critical move in the campaigns success. Portraying female supermodels such as Gisele Bündchen boxing, inspired women to be whoever and do whatever they wanted. They found that having celebrity endorsements would increase sales by $10 million annually.
Word of mouth and viral marketing were also a big step in the campaigns success. The dangers of only having celebrity endorsements are that they can distract the viewer from the main point of the ad, which is the brand. Also, celebrities who later make mistakes can greatly damage the reputation of a brand they are associated with. A great example is Tiger Woods.
Another segment strategy that was employed is that of fitness. In 2013, 45 million Americans belonged to a gym and exercise has only become more and more popular with both women and men. By targeting these types of people, Under Armour greatly increased sales. It is a marketing segment that is expected to grow to $184 billion by 2020.
The question now is, what to do next? In my opinion, continuing to target the ever growing exercising market segment is going to be crucial in Under Armour's continuing success.
Sources:
Welcome to my SNHU Blog!
In this case study, we identify the key segments used that helped Under Armour run one of the most successful campaigns targeted towards women. Created in 1996, the company had $2.3 billion in sales by 2013 but only $500 million came from women's apparel. The "I Will What I Want" campaign was implemented to target the female market segment.
Using key segment strategies, this became the most successful campaign to ever target women's apparel. Celebrity endorsements was the most critical move in the campaigns success. Portraying female supermodels such as Gisele Bündchen boxing, inspired women to be whoever and do whatever they wanted. They found that having celebrity endorsements would increase sales by $10 million annually.
Word of mouth and viral marketing were also a big step in the campaigns success. The dangers of only having celebrity endorsements are that they can distract the viewer from the main point of the ad, which is the brand. Also, celebrities who later make mistakes can greatly damage the reputation of a brand they are associated with. A great example is Tiger Woods.
Another segment strategy that was employed is that of fitness. In 2013, 45 million Americans belonged to a gym and exercise has only become more and more popular with both women and men. By targeting these types of people, Under Armour greatly increased sales. It is a marketing segment that is expected to grow to $184 billion by 2020.
The question now is, what to do next? In my opinion, continuing to target the ever growing exercising market segment is going to be crucial in Under Armour's continuing success.
Sources:
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