Launched this week, Under Armour's new digital competition/social media-driven marketing campaign helps to empower women to be all they can be as well as inform members of the fairer sex that the brand has a strong feminine side. The "What's Beautiful" competition hosts an online community to encourage women to challenge themselves in their fitness lives.
Women can sign up on the website whatsbeautiful.ua.com and post their progress through video, photo and diary entries. Under Armour will select 10 participants as finalists based on their submissions. They will receive $1,000 worth of gear and have the opportunity to become part of the Under Armour Ambassador Team. Women whose stories inspire the Under Armour team along the way will also receive gifts of gear to help them reach their objective.
"Part of my goal overall is to change the conversation and get women to talk about the brand in a way that feels personal to them," says Adrienne Lofton Shaw, senior director of women's marketing at Under Armour. Through online media, Shaw says the brand is looking to raise awareness for its women's products to a mass audience quickly. "Rather than talking hard numbers, we are thinking about helping get these women to the end [of the competition], and then think about how many women will be touched through this program," adding that every woman on average has 250 Facebook friends that will be following her progress along the way.
"Retail and commerce is also a key piece of this program," Shaw notes. "We need women to touch and feel our product. When you go to the website, it can direct you to ua.com to purchase anything you see in commercials or online." Women can also find these products at retail stores like Dick's Sporting Goods.
Out of the 10 finalists, three winners will be selected. Under Armour will choose two winners and the public can vote for the third. These three winners will then become the face of the athletic line and will be featured in a future campaign for what Shaw calls "the larger story of Under Armour women."
Shaw says an all-women competition from Under Armour has been a long time coming. And, based on initial feedback of this campaign, she says to expect to see a much more female-oriented mindset at Under Armour. "I challenge any woman who hasn't signed up yet to go and read some of the [competitor's] stories," Shaw offers. "You will feel empowered by the women competing. I was blown away and am super excited. It's early on and [the competition] has already exceeded my expectations."
Photo courtesy of Under Armour.