With more people taking up running due to gyms closing during pandemic lockdowns, Under Armour (@UnderArmour) wanted to raise awareness of its new HOVR Machina running shoe and increase its brand credibility with runners.
@UnderArmour asked agency Digitas UK (@Digitas_UK) to build a full-funnel media plan to include influencer activity and content partnerships.
To capture the attention of runners on Twitter, @UnderArmour and @Digitas_UK created an exclusive collaboration with Runners World (@runnersworlduk) and one of Under Armour’s brand ambassadors, London-based running coach Emma Kirk-Odunubi (@EmmaKirkyO).
The content featured Emma wearing @UnderArmour clothing and sharing top tips for runners, with the @UnderArmour brand content as a pre-roll video. Each video showcased a different group of exercises, such as power moves to build speed or bodyweight exercises to improve running posture.
Runners could watch Emma repeat the exercises, while text on screen offered further tips to help runners understand how best to do the exercises.
The campaign particularly targeted new runners in the market for shoes, aiming to raise their awareness and consideration of the HOVR collection. By using Video Website Cards, @UnderArmour was able to drive interested runners directly from Twitter to the HOVR collection on its website.
According to Millie Ruddy, senior paid social manager, @Digitas_UK: ‘Twitter is one of the most valuable partners in Under Armour’s paid social strategy. This campaign used a premium publishing partner, encapsulating influencer activity, content partnerships, product placement, and paid social support. We also ended up overdelivering against our key campaign KPIs.’