Under Armour poursuit sa campagne « Rule Yourself »

Amorcée à l’automne 2015 avec des clips de Stephen Curry, Misty Copeland ou Jordan Spieth, la campagne « Rule Yourself » d’Under Armour se poursuit dès à présent avec notamment Memphis Depay et l’équipe américaine de gymnastique, pour ce qui est à ce jour la plus grosse campagne de la marque.

Principalement orientée sur le digital, la campagne se dote également d’une nouvelle baseline, « It’s what you do in the dark that put you in the light », qui met en avant les nombreux efforts réalisés par les athlètes pour arriver à leurs fins. La marque américaine va utiliser plus de 200 contenus qui amèneront les consommateurs dans les coulisses des entraînements des athlètes qu’elle sponsorise, à commencer par exemple par Michael Phelps. Adrienne Lofton, VP Global Brand Marketing, explique ainsi qu’Under Armour va détourner le hashtag « #FOMO » (fear of missing out) et promouvoir le « #JOMO » (joy of missing out) pour mettre en avant les sacrifices concédés dans la vie de tous les jours par les athlètes pour parvenir à leurs objectifs.

Pour cela, Under Armour va utiliser le digital et les réseaux sociaux comme elle ne l’avait jamais fait auparavant : actuellement, son mix-media est de 70% télévision/30% digital. Diffusée dans 40 pays, la campagne « Rule Yourself » va rééquilibrer ce mix-media à 50%-50%, avec une augmentation des investissements digitaux de 300% par rapport à la campagne 2015. Adrienne Lofton précise vouloir « utiliser tous les athlètes pour raconter l’histoire et utiliser les médias sociaux et le digital, car c’est un levier qu’Under Armour n’a pas assez utilisé par le passé, et c’est par ce biais que nous pouvons avoir des dialogues one-to-one avec les athlètes du monde entier« .
Cette mise à niveau passera notamment par des publications de contenu via les comptes personnels de ses athlètes sponsorisés, à l’instar de Stephen Curry. Bien sûr, la marque comptera également sur ses consommateurs pour répandre son message, en les invitant à partager leurs contenus avec le hashtag « #RuleYourself ».

Par ailleurs, Adrienne Lofton précise qu’Under Armour va tenter de s’appuyer sur le football qui « comme le basket-ball, le running et le training, sont les clés futures de la marque« , expliquant que ces sports sont stratégiques par rapport à l’objectif d’Under Armour d’atteindre les 7,5 milliards de dollars de chiffres d’affaires en 2018. Enfin, l’équipe américaine de gymnastique, équipée par Under Armour pour huit ans depuis 2013 et mise en avant dans cette campagne permet à la marque de déjà se positionner en vue des Jeux Olympiques de Rio, cet été.

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