The digital strategy targets men ages 17-30 to increase awareness of Under Armour's athletic apparel and accessories. Key performance indicators include increasing sales by at least 20% through targeted social media campaigns on platforms like Twitter, Instagram, Facebook and Vine. The $2 million budget will be used for AdWords, strategy development, implementation and management. The overall goal is to establish Under Armour as the go-to brand for athletic gear in the target audience.

1. Digital Strategy:
Under Armour

2. Target Audience:
 My Target Audience is Men ages 17-30. I chose this specifically because Men are most
active during this age and are likely to be most active over other ages and genders. They
are also more likely to know and use Under Armour products.

3. Key Performance Indicators
 I know this campaign will be a success because we have several goals that we know we
can accomplish and succeed in.
 Have our campaigns target stickily Men aged 17-30 and do the flight and hiatus technique.
 Become more active with social media. Under Armour will have a Twitter hashtag where if people use it will
become in a running for a gift certificate during certain the time periods of spring (May) and winter (November-
December)
 Use AdWords to promote Under Armour Ads on Google, Yahoo and Bing. Along with other athletic sites to
create competition and reach.

4. Continued…
I want to accomplish a more aware market of Under Armour and
increase sales at least 20%. Along with making it know that Under
Armour is reliable, well known and higher class brand. This will be
discussed more in “Big Idea”

5. Big Idea
 The big idea of this Under Armour campaign is to raise awareness in
our target audience and have this brand be their go to athletic
gear every time. Since Under Armour reputation is well known and
successful. With increasing the sales as discussed earlier consumers
will know Under Armour has a wide range of merchandise for any
athletic sport or casual wear at an affordable price.

6. Tools & Tactics
When you go for a run what brand shoes do you wear?
What brand running shorts? Running shirt? Do you even
know? What if you could name everything you wore with
one well known name and be able to be proud of it.
Well you can, it is called Under Armour. With the wide
range of athletic wear for any type of shape or size this
company is a favorite to many people. That is exactly
what this campaign is going to continue to do

7. Continued…
 Using Instagram to showcase new athletic wear and people using it
with a cool twist of different photo options. Having Facebook so
people can post what they are wearing and what activity they are
doing allow the social world to see. Vine to show a mini video of a
workout and them wearing Under Armour. Social Media is huge so
we must use it to its advantage.

8. Continued….

9. Budget
With research I found Under Armour spends roughly 200 million dollars
on advertising and marketing. I picked a budget of 2 million. With a
budget like this we are fortunate to do many different types of
marketing. It will take about one week to come with a strategy,
Planning Build, Implementation, Management and Adwords.
 Adwords- $56,000- $60,000
 Strategy/ Planning Building/ Implementation/ Management- $1,000,000
 Total – $1,060,000

10. Summary
 Increase sales 20%
 Target Men 17-30
 Use Social Media and Digital Marketing
 Budget of $2 million
 Use high end key words
 Make it aware of low end key works- stay away from
 Make a successful campaign and succeed in the digital strategy