Integrated Marketing Campaign | Report

Running head: INTEGRATED MARKETING CAMPAIGN
INTEGRATED MARKETING CAMPAIGN
Name of the student
Name of the university
Author note

INTEGRATED MARKETING CAMPAIGN
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Table of Contents
Introduction......................................................................................................................................2
Context and Analysis.......................................................................................................................2
The use of Semiotics in the campaign.........................................................................................3
The use of Non-verbal Message Codes.......................................................................................4
Evaluation of Campaign..................................................................................................................5
Linear Model of Communications...............................................................................................5
Three component attitude model.................................................................................................7
Meaning and Effectiveness..............................................................................................................9
Communication Mix....................................................................................................................9
YouTube..................................................................................................................................9
Facebook................................................................................................................................10
Official website......................................................................................................................11
Storytelling................................................................................................................................11
The manner in which the meaning is created among audiences................................................12
Conclusion.....................................................................................................................................12
Critical Reflection..........................................................................................................................13
References......................................................................................................................................15

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#I WILL WHAT I WANT
Introduction
The campaign ‘I Will What I Want’ by Under Armour specifically focused on identifying
the difficulties that might be faced by a female athlete. In this relation, the campaign aimed at
empowering and celebrating the success of the athletic females while featuring Copeland as a
role story teller. The campaign’s motif was to introduce a new line of propositions by UA for
female athletes and help them dream of their position through the story telling capability of an
influential athlete, Copeland (Murray 2016). The campaign was created in form of a video and
was released in July 2014 after the failure of Adidas in attracting the attention of the female
athletes through their digital campaign (Murray 2016). Therefore, the research would analyze the
campaign through the linear model of communication and three component attitude model for
interpreting the success factors.
Context and Analysis
The campaign I Will What I Want specifically aimed at drawing the attention of the
female athletes while empowering their activities. The campaign made use of a video of 31
seconds where the media opened with a voiceover in the context of a rejection letter -“You have
the wrong body for ballet.” (Murray 2016). The message was meant to stimulate the sportswear
based needs of a female athlete while performing. The focus of the lens changed towards
ballerina Misty Copeland and her performance which was full of grace and muscular métier. The
campaign acted as a message of empowerment for the female athletes while showing that they
would be able to do what they desire to do. It has been noted that UA has expanded the scope of
their propositions in male accessories till 2013 (Pourazad, Stocchi and Pare 2019).

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However, the organization felt the need of maximizing their market potential through the
introduction of new range of propositions for the female athlete customers who have an urge
towards perfecting their performance. In this relation, the rejection letter played an influential
role in inducing the need for an improved accessory through – “You have the wrong body for
ballet” (Murray 2016). The failure of Adidas in attracting the attention of the female athletes in
the year 2013, again backed the intention of the concerned organization in widening its market
prospects (Murray 2016).
The advertisement went viral in YouTube and achieved 4 million views in the first week.
It has been noted that the audience spent an average of four minutes in the website of the
concerned business during the peak of the campaign (Murray 2016). The success factors of the
campaign was reflected a 28% increase in sales volume of women’s sportswear and a 42%
increase in traffic to their official website (Murray 2016).
The use of Semiotics in the campaign
The Semiotics is a study of symbolic communication which included signs, logos and
gestures (Pourazad, Stocchi and Pare 2019). In this relation, the application of Semiotics while
analyzing the campaign “I Will What I Want” would help in identifying the critical success
factors. The tag line of the campaign itself reflected empowerment of the female athletes (Bruhn
and Schnebelen 2017). The tag line critically administered the capability of every female athlete
in improving their performance through perseverance while overcoming the barriers. I Will What
I Want induced the sense that female would be empowered to exercise in accordance to their
desire. On the other hand, the portrayal of Misty Copeland in the advertisement created a sense
of anti-discrimination in the field of performances.