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Daniela Pittiglio
#UnderArmourWomen
A little about Under Armour • 1996- Kevin Plank began Under Armour
• Started with an idea to build a superior T-shirt
• Focus: Development, marketing and distribution of branded apparel, footwear, and accessories.
Objectives• Increase Engagement with Athletic Women
• Increase Sales of Women’s Apparel and Accessories
Target Audience
Big Idea• Women empowerment
• Connecting to the female audience
• #UnderArmourWomen
Media Plan
BlogProduct Demos
and ReviewsWomen’s Fitness Tips
Interviews/endorsements
Women Athletes
Media Plan ContinuedYoutube
Mobile
• Interviews with Athletes• Tips and Tricks• Product Demos
• Mobile Optimization • Apps and mobile sites
Search Engine Optimization
Keywords• Women’s Shoes• Women’s Cloths• Woman’s Fitness• Ladies Fitness• Exercise • Ladies Athletic Cloths• Ladies Fitness Gear• Running Shoes• Women’s Shoes• Womens Shoes
Budget and Timeline Monthly Total
Endorsements 20,000,000
SEO 100,000 600,000
Content 5,000,000
Social Media 7,500 45,000
Mobile 15,000
Unexpected Costs 200,000
Total 107,500 25,860,000
Measuring Success
• Social Platforms- Interactions, Engagements, Likes, Follows, Shares
• Website and SEO- Google Analytics, URL Tracking
• Product Popularity- The change in sales