With the help of Digimind, a social listening tool created in France, the Daily Sportwear Team has decided to investigate on the latest campaign of Under Armour called “The Only Way Is Through” released in January 2020 and assess to what extent the campaign was successful. The Digimind platform enables brands to listen and analyse what people say on social media in order to measure content performance, the engagement and monitor the return on investment of campaigns. Thanks to the different insights collected, marketers can, then, plan, execute and analyse their marketing strategy. In our case, the Digimind tool has been used to get insights on what people say and react to the latest Under Armour’s ad campaign.
In order to evaluate the campaign, the two keywords “under armour” and “the only way is through” have been selected along with the two related hashtags to maximise the number of results. Also, the analysis has been conducted on a timeline of almost two months, from December 24th, 2019 to February 13th, 2020.
As it is possible to see on the picture, there is a peak in January 13th, 2020, which coincides with the release date of the “The Only Way Is Through” campaign.
Moreover, Digimind allows us to do an analysis through the 5W (What, When, Where, Who, How). Given the fact that with this campaign UA aimed to motivate athletes and amateurs to push themselves as much as possible and to work harder and harder, it is interesting to look at which emojis are the most used and what are people’s feeling regarding this campaign. (How)
As seen on the picture, the main emojis used are related to strength, motivation, toughness and passion, which totally aligns with the objective of UA.
Regarding the sentiments, it is clear that people have positive feelings and only 8% of the mentions are negative.
Another interesting insight to evaluate the success is to look at who mentioned this campaign. (Who) UA is, indeed, struggling a lot to engage with women. That is why the brand has decided to showcase women athletes in its campaign (Kelley O’Hara, Georgia Ellenwood, Zhu Ting or Lindsey Vonn). However, UA’s efforts to target women did not succeed a lot as only 37% of the mentions are from women compared to 63% for men. Moreover, many media (i.e. The New York Times, The Wall Street Journal) and sports leagues (i.e. NBA, NFL) talk about this new ad campaign on Twitter.
Now let’s see the visibility of UA’s campaign abroad. (Where) As we can see on the picture, this campaign seemed to reach people from all around the world, which is a positive thing for the brand at it aims to inspire people, athletes and non-athletes from all backgrounds and from different parts of the world. The most reactive areas to this campaign were North America, Europe and Asia.
Finally, , it would be interesting to see if the campaign has impacted a lot the brand itself. To do so, only the keyword “under armour” has been selected.
Evolution of Under Armour's mentions between November 23, 2019 and November 23, 2020
As we can see on the picture above, there is a peak in January 2020: mentions reached their highest point with 125k. However, when comparing the two Evolution charts (the one with only “under armour” keyword and the one with the name of the brand and the campaign), there is a big difference in terms of number of mentions (125k against only 600). Therefore, this chart comparison enables us to realize that the campaign did not have a huge impact on the brand.
In a nutshell, the Digimind tool helped us a lot to measure the real impact of the latest campaign of UA, “The Only Way Is Through”. When taking a close look at the reactions around this campaign on social media, the insights collected are mainly positive (positive sentiments, consistency between the emojis used and the UA’s goal and good visibility around the world). However, when looking more broadly, the campaign did not have a huge impact on the brand itself as the campaign represents only 0.4% of the total mentions for the brand in January 2020.
References:
· The Only Way Is Through. (2020). UA Newsroom. https://about.underarmour.com/news/2019/12/the-only-way-is-through
· Digimind. Historical Search. https://search.digimind.com/ds/aq9/dhs/
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