Since Under Armor hit the market in 1996, the brand has focused on a primarily tougher image. Often featuring sports such as football, the brand focused on appearing tougher than your average lifestyle brand. In 2013, the brand noticed that their male focused sales amassed $2.3 billion, but their female focused sales were only around $500 million. (Saghian, Murray, 2018) This is when the brand knew there was room for growth and development. Under Armor became aware of the need to show the female consumer that their brand was not just for the male population anymore. In 2013, they set forth on a campaign called, “I Will What I Want”. The soon to be brand altering ad campaign featured Misty Copeland. She described being told that she was not suitable for ballet, but how she overcame to be one of the most recognizable faces of the ballet world. This ad campaign was instantly successful. It resulted in 5 billion impressions, as well as an earned $35 million in media. (Saghian, Murray, 2018)
Targeting the female population is easier than one would imagine. Our society is focused on producing strong and independent women. By Misty Copeland telling her story of how someone said she was not good enough, it showed her strength to the average consumer. This in turn shows the consumer that Under Armor is supportive of strong women. Since Feminism has become a mainstream term in our culture, this was an easy ad to sell to a wide range of consumers. With the success of their first campaign, Under Armor used Gisele Bündchen to lead their next. (Saghian, Murray, 2018) This showed the mental strength of females as well, since this campaign had both positive and negative reactions. Focusing on the female market created a 28% increase in sales, as well as a 42% increase in traffic to the Under Armor website. (Saghian, Murray, 2018)
- Having a set goal or objective is essential for creating a successful strategy. It is a great way to keep your team in line with the overall vision. It can also be a great way to track spending, and ensure that the campaign is staying on budget. Objectives can also be a great tool for allowing different departments to work together for one common goal to ensure the quality of production.
- I find location to be a huge factor as well. What the company may promote to one area of the world is not what another area may need, or even be interested in. This can also allow for research to improve the quality of the product or campaign as well.
- Creating the relationship with the customer is something that can sometimes go unnoticed. Consumers are working harder for their money each day, and they are looking at the opportunity cost for each purchase they are making. By showing them that the product you are presenting is better than something else, it sticks in their mind. It also can be a great way of explaining higher product costs.
- Marketing platforms are important as well. Making sure that an ad can attract as many people is always important to the overall success. Some of our society does not always pick up a magazine, or turn on a television. Ensuring that the segmentation is spread across various platforms guarantees the largest reach possible.
I personally work a lot with the beauty industry, and have noticed an increase in male attention to beauty products. With brands such as M.A.C. Cosmetics and Covergirl featuring male in their production as well as campaigns, it is paving the way for the future. There is also an increase in skincare sales, and showing men using skincare more often is a great marketing area. Men are becoming more focused on their appearance as days go by, it is not just women any more.
Saghian, Murray, HBP, 2018, blob:https://hbsp.harvard.edu/9b64098e-22ea-4d93-8529-f27a91a5b2e7