Written by
Fifty Team

04 Feb, 2022

Macino x Under Armour

The Challenge

Under Armour is an American sports equipment company that manufactures footwear, sports and casual apparel. Our challenge was to tap into American fitness audiences in order to uncover new potential customers for Under Armour’s new line of running shoes. Given their existing understanding of their audience, it was key for Under Armour that Fifty discover and present new audiences and passion points by utilising the power of the Fifty platform.

The Solution

In order to gain a deeper understanding of the running community and identify those audiences most likely to enjoy Under Armour’s products, we conducted a social listening analysis to discover who was talking about running shoes. We then combined this audience with users engaging with leading running apps, such as Runners World, Map My Run and Strava, along with those users following accounts related to general fitness and activities like cross-fit.

The Results

The results of the campaign speak to the granularity of Fifty’s targeting capabilities, resulting in 700k views and a CTR of 0.9%, along with a benchmark-beating VTR of 60%. Top performing tribes from the campaign - Millennial Professionals, Fitness Junkies, Avid Runners and Active Professionals - indicate a range of interests within and outside of running, highlighting Fifty’s ability to pinpoint audience’s primary and secondary passion points.

Are you a fitness brand looking to tap into new potential customers? Get in touch with our Sales Team or book a free demo today.


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