While other brands were trying to entice holiday shoppers with discounts, Under Armour asked us to make the gear in their Holiday Gift Guide more premium and desirable. Strategy pointed us towards leveraging influencers, but to get the gear on wish lists everywhere we needed to go beyond the typical influencer marketing practices. So instead of just sending influencers premium gear, we sent them on unforgettable experiences.
After matching four influencers with UA's best gear, we delivered custom-built crates inviting them on a journey designed around the gear's unique product benefits. What followed were four first-class trips... and stunning content.
We tailored the content for Instagram, partnering with influencers whose audiences matched our target. With every post, their followers saw the gear hold up in extreme conditions and difficult workouts, giving them confidence it would be perfect for their own training regimens.
In all, the content had OVER 23 MILLION IMPRESSIONS on Instagram and was used across content and product marketing. Entertaining and engaging, it was advertising that didn't feel like, well, advertising.
