Why is this work relevant for Brand Experience & Activation?

Global modern performance leader and retailer, Under Armour, celebrated its commitment to community and the women who build and nurture them. The brand tasked us with a creative experience that connected their digital to in-person through a global pandemic when experiences were limited and mandates dictated people’s lives. The Under Armour #U1st campaign is the manifestation of female community and connection in SEA, performance, and the pursuit of wellness. In times of global duress, health and wellness are paramount to provide support and nurture community.

Background

We architected the 360 experiential and digital Under Armour: #U1st campaign that blended the key principles of athletic performance, wellness, and the power of everyday moments against the realities of many global crises. The creative women's focused campaign that builds an on-going community of female athletes while in lockdown and allows them to stay focused, while reminding them to always remember to put themselves first. We empowered women with a kit for their #U1st journey including Q&As, 4 x Instagram Live with nutritionists, physiotherapists, Paralympian, access to articles from Under Armour Performance Academy and free classes in partnership with Virgin Active.

Describe the creative idea (20% of vote)

As times continue to bring new challenges to every country across the globe, we found that often, women were putting their needs last; prioritizing those around them from their children, husbands, partners to everything else but themselves. Under Armour is a trusted wellness solution towards getting in touch with best parts with you – those active, performances that on you can provide yourself. The #U1st campaign embodies the power of that inner will to perform against all odds. A month-long campaign inspiring women from all walks of life to start putting themselves first. In the month of September, Under Armour invited all women in SEA to come together as one and focus on what matters most – 'U'.

Describe the strategy (20% of vote)

The key demographic and consumer was the community of women in SEA. *Our marketing insights showed that women in SEA do not put themselves first. More than 60 per cent of women admitted that they do not have the discipline to exercise regularly, while 45% women in SEA don’t get enough personal time for themselves. To tap into the potential of connecting with SEA community, we launched a month long campaign leveraging influencers, ambassadors, industry experts and thought leaders all sharing knowledge and expertise to the women and audiences in SEA. The extraordinary group of women and influencers include: Amita Berthier (Singapore Olympian), Kirstie Gannaway (Professional Boxer), Kelly Latimer (Sports Presenter), Cheryl Loh (Personal Trainer).

Describe the execution (30% of vote)

All content lived digitally across YouTube, Instagram, Facebook and the U1st hub - which was a custom campaign website linked to UnderArmour.com with all the videos and articles as a community resource to all women. Pre-launch we ran a targeted paid social campaign teasing #U1st - carried through after launch to continue driving site and in-person retail store traffic. Content carried Under Armour philosophies crafted to empower women: preparing their body for success, training for the win, fueling the body, recalibrating mental performance. Additionally there were live weekly activations and classes, in partnership with Virgin Active. At the end of the journey the #U1st community was invited to share their #U1st journey and the top 30 answers were invited grand finale event, at the top of glittering Marina Bay Sands. Retail stores carried QR codes further powering reach of the campaign across digital and out of home.

List the results (30% of vote)

Unprecedented results and metrics drove the enthusiastic Under Armour executive leadership team to say our work: “This is not a campaign, it’s a movement that will live on!” A few key results below: • 2.5M | Total Reach • 8.4M | Total Impressions • 10K+ Web Landing Page Visits • 1.2 Million Views | YouTube [Under Armour SEA’s biggest performing video on YouTube] • 100+ Women per live class • On average the #U1st campaign and program gave participating women in SEA about 4 hours/week [16 hours/month] to focus on themselves, their health and wellness.