Under Armour encourages consumers to #RuleYourself on Facebook and Instagram

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Performance sportswear brand Under Armour wanted to reach millennials with their new campaign #RuleYourself and used Facebook and Instagram ads to deliver great content, including photos and videos to millennials.

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Case study summary

• Under Armour used Facebook and Instagram ads and specific targeting to reach millennials, which ensured they reached the right audience and reduced media wastage

• Encouraged engagement by entering those who participated in the conversation into a contest

The challenge

Performance sportswear brand Under Armour wanted to reach millennials with their new campaign #RuleYourself encouraging them to share what keeps them motivated through a tough workout.

The solution

Under Armour ran ads on Facebook and Instagram as part of its “Rule Yourself” campaign in order to raise brand awareness and reach their target audience of 14-34 millennials with inspiring content related to their workout routine. Using a variety of Instagram and Facebook ads, including photos and videos with Michael Phelps and Stephen Curry, Under Armour was able to turn #RuleYourself into a call to action for users on Instagram, encouraging users to share the rules that keep them motivated. Those users who participated in the conversation were entered into a contest to win Under Armour gear.

Under Armour used the Facebook pixel to track and measure the campaign’s results.

The results

• 5 point increase in purchase intent
• 4 point increase in message association
• 7 point increase in ad recall

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