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Best Influencer Marketing Campaign

PRovoke Sabre Awards – 2020

Under Armour

Under Armour looked to The Cirqle to start a highly targeted marketing campaign.

“What you do in the dark puts you in the light.” was the theme of this campaign. We knew that the performance of Under Armour's star athletes can directly be linked to sales. And thus, we were extremely curious to see the results of a campaign where creators were asked to do the exact opposite of what they're used to doing. Go dark, don't access social media for 3 days straight, and workout instead.

10

CPM

8000

Engagement points

3

Social channels
Client
Under Armour
Location
Baltimore, Maryland, USA
Industry
Sports
Yearly revenue
5,2 bln

Background

“What you do in the dark puts you in the light.” was the theme of this campaign. We knew that the performance of Under Armour's star athletes can directly be linked to sales. And thus, we were extremely curious to see the results of a campaign where creators were asked to do the exact opposite of what they're used to doing. Go dark, don't access social media for 3 days straight, and workout instead.

Strategy

“What you do in the dark puts you in the light.” was the theme of this campaign. We knew that the performance of Under Armour's star athletes can directly be linked to sales. And thus, we were extremely curious to see the results of a campaign where creators were asked to do the exact opposite of what they're used to doing. Go dark, don't access social media for 3 days straight, and workout instead.

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10
Influencers
1 mln +
Impressions
966 k
Reach
8000
Engagement
Mobile Wallet downloads
Return on Investment

This was a highly engaging campaign across 10 key creators/publishers with a CPM of Euro 10,54. Over 8.000 engagement points (Likes, comments, retweets, shares) were delivered across 3 different social channels and 35 bonus posts were generated for Under Armour over the course of this campaign.

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