The Situation:
At imre, we know the path to brand belief starts with trial, participation and influence. The brands we put on and in our body are a declaration of what we believe. Knowing this, Under Armour turned to imre to help change perceptions among brand loyalists and turn them into believers.
As the social media AOR for the Under Armour Run category, imre was responsible for spearheading all social strategy and content development around event and athlete activations including new product launches, the Mountain Running Series, Ultra-Trail du Mont Blanc, the Baltimore Running Festival, the Speed Project, NYC Marathon and Global Running Day.
The Solution:
Ahead of these activations, imre needed to leverage each event to establish a credible voice and presence in the running community.
The team documented Under Armour athletes and run crews creating dynamic, relevant stories to the everyday and performance runner. Our always-on awareness content offered a firsthand look into the performance runners experience and journey. Our storytelling approach authentically introduced this established brand to a new audience through niche channel strategy and community management.
What We Did:
Content Creation (In-House Production & Real-Time Events) | Creative & Activation Strategy | Event Videography & Photography | Paid Social Advertising and Community Management | Sponsored Athlete Promotion
The Results:
imre successfully positioned UA Run as a leader in the running community by raising awareness of Under Armour’s involvement in milestone events and building brand credibility with engaging and motivational long-form content. Over six months, UA Run social content surpassed all projections, generating more than 150 million impressions and more than 230,000 link clicks to new products or motivational content.
Athletes were especially interested in our event activations that put Under Armour in the forefront of local or global races. During the NYC Marathon, we worked on the ground with the brand’s production teams to provide the global run audience with a first-person POV on how elite Under Armour athletes prepare and perform. Our activation delivered over 40 million impressions and surpassed 300,000 engagements from audiences around the world.
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