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Under Armour campaign resonates with women

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Thu, 11/10/2012 - 22:19
Sweat every day

Under Armour’s marketing efforts to broaden its appeal beyond men appear to be succeeding in the US, with distinct lifts in its 18 - 34 female consumer perception while also improving its perception among women 35+.

The company launched its “What’s Beautiful” digital experience and competition in April, followed by a series of workout boot camps and sessions featuring magician Kristi Toguchi. The tagline for the newly debuted TV spots is: “No matter what, sweat every day. I will." Under Armour has reached its highest consumer perception levels with women 18 – 34 in nearly four years.

Under Armour was measured with YouGov BrandIndex’s Impression score, which asks respondents: "Do you have a general positive feeling about the brand?" Respondents were divided into two groups: women age 18 – 34 and women 35 and over.

On October 4th, Under Armour’s impression score for women 18 – 34 hit 49, the highest the brand has reached with that demo since January 2009. Its previous high was a 41 score on August 23rd, also during the period of this extended campaign. On May 1st, shortly after the campaign began, the demo’s impression score was 17.

Under Armour’s current impression score for the 18 – 34 demo is 45, still above the August high, versus a 20 score for the 35+ group. The 35+ group has moved up several points since early April, currently marking its high for the year.

Under Armour Impression Scores: women 18-34 and 35+
Under Armour Impression Scores: women 18-34 and 35+
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