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Under Armour - Made to Be

In support of the launch of Under Armour’s performance-based Seamless Mid bra, the brand was seeking help reaching their target audience: 21–24-year-old, female “Focused Performers” looking for serious fitness gear for their active training. The campaign’s objective was to drive excitement and awareness for the Seamless Mid bra as well as the Under Armour Women’s training category.

The Martin Group developed partnerships with 12 influencers with diverse demographics and body types who produced high-quality video content. With the theme of “Made to Be,” we created a custom seeding box that drew connections between the hard work women athletes put into their workouts – whether in the gym, on the road, or in cycling class – with the technical attention to detail Under Armour puts into their gear. This elevated story came to life with messaging that encouraged influencers to reflect on what they’re made to do – and to inspire that same motivation among their followers.

UA was looking to push into new geographic targets, so our influencers hailed from throughout the United States, United Kingdom, and Australia. This international campaign featured in-feed posts and content whitelisting, as well as additional engagement from accompanying Instagram Story posts that drove to the product page. We worked with each influencer to ensure their content was high-impact enough to serve as a good test of the new product, and also firmly connected to our “Made to Be” theme.

The campaign ultimately yielded 3.4 million video views, 220K likes and nearly 5,200 comments across the influencer posts.


Influencer Posts

@desb__: https://www.instagram.com/p/B2cknpmBqUN/
@rocamoons: https://www.instagram.com/p/B2pNXyKHRlK/
@shona_vertue: https://www.instagram.com/p/B2yH093gYK7/
@maddsmaxjesty: https://www.instagram.com/p/B2kqEiNBvJB/
@theelleross: https://www.instagram.com/p/B2w7inDAUb2/
@realrubaali: https://www.instagram.com/p/B2kGDc-nFIv/
@evolve.nation: https://www.instagram.com/p/B2hLJH1lIIx/
@samiclarke: https://www.instagram.com/p/B2hsjXzHXGk/
@brittanylynne: https://www.instagram.com/p/B2SNXx3HL40/
@basebodybabes: https://www.instagram.com/p/B3HVXGRJ8Rr/

Under Armour Posts

Via @samiclarke: https://www.instagram.com/p/B4P4tmTHSjG/
Via @shona_vertue: https://www.instagram.com/p/B4cw8k-Hg7G/
Via @brittanylynne8: https://www.instagram.com/p/B3Cjr0lnnvo/
Via @evolve.nation: https://www.instagram.com/p/B21sRkUHZ7v/
Via @realrubaali: https://www.instagram.com/p/B3M1-gEHCOo/