Digital Marketing Strategy: Social Media Analysis of Under Armour

This report provides an analysis of Under Armour's digital marketing strategies, focusing on its use of social media channels to create customer awareness and engagement. It examines the company's approach to social media, including the platforms used, the types of conversations taking place, and the key search terms associated with the brand. The report also assesses the credibility and authenticity of the sources used for the analysis. Furthermore, it highlights the importance of social media as part of Under Armour's Integrated Marketing Communications, and how it has helped the company build a positive brand image, meet customer expectations, and increase website visits and followers. The analysis includes a discussion of Under Armour's 'Rule Yourself' campaign and its impact on brand awareness and market reach, concluding with insights into how the company leverages social media to promote its brand vision and mission, foster relationships with athletes and young individuals, and deliver innovative apparel and footwear solutions.

Running head: DIGITAL MARKETING
Digital Marketing
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Table of Contents
Digital Marketing.............................................................................................................................1
Part 1................................................................................................................................................3
Introduction..................................................................................................................................3
Part 2................................................................................................................................................5
Social media channel conversations about Under Armour..........................................................5
References........................................................................................................................................6

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Part 1
Introduction
Under Armour is one of the major footwear manufacturing and production companies in
United States that has its headquarters in Baltimore and other offices are located at different
locations like Hong Kong, Amsterdam, Houston, London, New York City, etc. The products and
services of the company mainly include clothing accessories, footwear and sporting equipments
too. The operating income is US$27.843 million while the revenue is over US$4977 million, as
recorded in the year 2017. The number of employees working at the company is nearly 16000
(underarmour.com, 2018). The purpose is to analyze the social media channels used by the
company to create customer awareness and even assess the websites visited, search for key
words and time frame for the conversations between the business and its clients for determining
the credibility and authenticity of the source effectively.
The use of social media has become an integral part of the Integrated Marketing
Communications, which is essential for managing direct communication between the business
and its customers, furthermore ensures facilitating the online behaviors of clients and created a
fundamental shift in the expectations and demands of customers to share and exchange
information for Under Armour, US. Few of the social media platforms include the use of
Facebook, Twitter and Instagram, which has created an online presence and allowed the
customers to remain connected with the business online, furthermore spread the positives of the
company through word of mouth promotions (Tiago & Veríssimo, 2014). This has not only

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created a positive brand image, but has also helped in meeting the clients;’ expectations properly,
thus resulting in the formation of a large customer base and higher revenue generation.
The tagline of the company is “I will” and thus the company has a clear idea of what it
stands for and what is needed to be achieved. Under Armour’s recent Rule Yourself campaign
further helped in raising awareness among the people regarding the products and services
delivered, furthermore ensured that the right social media platforms are selected to establish a
sustainable position and become more innovative and inspirational by entering new and newer
market segments quite easily (Whiting & Williams, 2013). Based on the social media channel
strategy, it has also been found that the leveraging of social media campaigns has further assisted
in increasing the numbers of visits to the website along with increased numbers of followers.
Figure: Website visits (Whiting & Williams, 2013)

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Part 2
Social media channel conversations about Under Armour
The conversations are mainly associated with the people having online conversations
about fitness by hijacking the competitor social conversations in the real time. This is managed
trough exchange of videos, images and other visual materials related to the athletic activities
performed by the athletes who are motivating them to train harder. It has not only created
awareness among people to train harder, but has also kept people encouraged to share their
workout routines with the use of hash tag named #EarnYourArmour. There were other
information that showed that the users were hijacked of training apps like the Endomondo,
MyFitness, etc (Scott, 2015). This could help in managing the conversations regarding workout,
furthermore utilize the social media content and move beyond the social media boundaries to
create greater brand exposure.
Under Armour considered the social conversations as an effective way to grow in the US
market and ensure promoting the brand vision and mission. This will result in the creating of
conversations between the athletes and young individuals to train harder and at the same time,
become aware of the brand too. Due to this, the development of organic relationships has been
possible with focus on the strategic plan to deliver the best solutions through apparel and
footwear innovation (Stephen, 2016).
The key search terms for Under Armour could include the name of the organization, names of
products such as footwear, accessories and even the social conversations that are associated with

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it. The personnel associated with the business functioning are also searched as key words to gain
relevant information about the organization (underarmour.com, 2018).

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References
Scott, D. M. (2015). The new rules of marketing and PR: How to use social media, online video,
mobile applications, blogs, news releases, and viral marketing to reach buyers directly.
John Wiley & Sons.
Stephen, A. T. (2016). The role of digital and social media marketing in consumer behavior.
Current Opinion in Psychology, 10, 17-21.
Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media: Why
bother?. Business Horizons, 57(6), 703-708.
underarmour.com. (2018). Retrieved from https://www.underarmour.com/
Whiting, A., & Williams, D. (2013). Why people use social media: a uses and gratifications
approach. Qualitative Market Research: An International Journal, 16(4), 362-369.

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Contents