Digital Marketing Campaign 2016

“IS NOTHING EASY

TO GET THERE!” #busqueoseumelhor

ObjectiveBring the brand to your audience through social networks, with grade I WILL lead content with presenting their influencers followers and new customers of the brand.Activate the sponsorship with São Paulo FC. Enable the mark in the Olympics in 2016.

insight

Opportunity

Linking the brand Under Armourthe Olympics, valuing the athletes

they support. How each athlete

seeks the best to be in the

Olympics.

Andy MurrayHe will be the next Olympic games

Rio 2016

Do you want to know

how he got it?

#busqueoseumelhor

Watch Now

Stephen Curry

He will be the next Olympic games

Rio 2016

Do you want to know

how he got it?

#busqueoseumelhor

Watch Now

Jordan

Spieth’s He will be the next Olympic games

Rio 2016

Do you want to know

how he got it?

#busqueoseumelhor

Watch Now

Teliana

Pereira She will be the next Olympic games

Rio 2016

Do you want to know

how he got it?

#busqueoseumelhor

Watch Now

#1 Brazil Ranking

of Tennis

Rodrigo Caio

and Lucão

They will be in the next Olympic

Games Rio 2016

Do you want to know

how he got it?

#busqueoseumelhor

Share with us how you are doing to overcome their

difficulties in training

#buscoomeumelhor

Share your time

We will produce the first video of each athlete in

his training, presenting the reality of how much

they train to achieve their goals.

We will sponsor the athlete number 1 in Brazil,

Teliana Pereira, aiming to bring the campaign to

the Brazilian public and explore the "Power of

Women".

We will invite people to send training tips, videos

and photos from your #buscoomeumelhor or

#iwill time.

We will use Facebook, Instagram and Youtube as

the disclosure of campaign

All this content will go to social networks: Facebook and Instagram.

online campaign

Increase the number of

views and engagement

Explore Olympics

Brand Awareness

Increase Conversion

Explore sponsorship

All this content will go to social networks and Youtube channel.

Threads and developed videos,

generate content for Facebook,

Youtube and Instagram brand.

We will develop a hot site of the

campaign and posts for special days.

After the completed action, we will do

a wrap UP Video all the action to be

disclosed in social media.

online campaign

Calendar actions

10/2 – Athlete of the day

8/3 – Women's day (Teliana + Olympics)

August - Olympics

We can explore the campaign "BuscooMeuMelhor" at

point of sale, developing outreach and communication

materials at the store.

POS campaign

Business StrategyStrategies & Objectives

BUILD DISTRIBUTIONFocus on weighted Regions, with a dedicated sales and activation team.

Key Strategic Pillars

1

• Full distribution in Top Sports Digital chains.

•Category Development in the online retailers. Key

accounts and “On Board” Regional chains.

•E-retail platform and E-commerce.

Critical Success Factors

GENERATE TRIALTrough innovation, sampling and strategic promotional calendar2

• Educational Digital Program• Trade Online (Netshoes, Centauro, WalMart, B2W)

•Consumer (YouTube, Facebook)

• Sales Force

• Influencers (professional & trade) –Channel

Youtubers: Corrida Rua, Desempedidos, outros

• Promotional Calendar – Women Day, Olympics Game.

CREATE AWARENESSStrengthening communication and POS execution with visibility and category education

3

•Digital activation• Content and Social Media.

• Google Adwords and Facebook Ads.

• Campaign Olympics Game.

• Conversion Strategy e-commerce

•Public Relations

•Events Launch

Business StrategyStrategies & Objectives

BUILD DISTRIBUTIONFocus on weighted Regions, with a dedicated sales and activation team.

1

• Full distribution in Top Sports Digital chains.

•Category Development in the online retailers. Key

accounts and “On Board” Regional chains.

• E-retail platform and E-commerce, investment with

focus in Google Adwords.

Critical Success Factors

E-retail

E-commerce

GENERATE TRIALTrough innovation, sampling and strategic promotional calendar2

•Digital Program• Trade Online (Netshoes, Centauro, WalMart, B2W)

•Consumer (YouTube, Facebook)

• Sales Force

• Influencers (professional & trade) –Channel

Youtubers: Corrida Rua, Desempedidos, outros

• Promotional Calendar – Women Day, Olympics Game.

Business StrategyStrategies & Objectives Critical Success Factors

Running

Soccer

Invite to Trial and colaborate with product

Business StrategyStrategies & Objectives

Critical Success Factors

CREATE AWARENESSStrengthening communication and POS execution with visibility and category education

3

•Digital activation• Content and Social Media.

• Google Adwords and Facebook Ads.

• Campaign Olympics Game.

• Conversion Strategy wiith e-commerce

•Public Relations

•Events Launch

•Actions Olympic Games

Increase Views and Engagement

Increase Followers

Create Campaign

Public Relations and Events

CREATE AWARENESSStrengthening communication3

• Click trough e-retail. E-trade development• Increase Sales e-retail 20%

• Engagement and virality• Engagement above 15%

• Brand Awareness – Category Experts.• 3nd brand in TOM and Total

Awareness

Key Strategic PrioritiesSuccess Factors(elements

vital to reach the Business Objectives)

Site underarmour.com.br

E-retail

• Increase the views in web e-commerce• Landing Pages in e-retailers• Content - SMM• Viral Campaigns with Olympic Games.• Actions with special days: Women Day,

Athletes, Olympic Weeks.• Reforce actions with São Paulo in the games:

Twitter and Facebook.

Brand Content

SEO and SEM

Business StrategyStrategies & Objectives

Viral Olympics Game

The Chronology Based on the Strategy

2015 2016 2017

Facing a problem of distribution?

Where to Buy

No One knows UNDER ARMOUR

New Site (underarmour.com.br)

SEMGoogle Adwords

Digital Adv.Educational Content

SEO

And Trad. Advertising is too expensive

E-Commerce booming

Buy NowE-retail development

Relevant Content Might be Viral

& Lack of Category Awareness

SMMFaceAds & Engagement

Campaigns

Undeveloped Category and Lack of visibility

E-Trade/ Landing Pages

Responsive Design

Inco Apps

Mobility is an issue.

Trial

Olympic Game

Curry, Murray,

Multiplatform integrationContent with higher conversion

Mobile Content

E-commerce

Digital InnovationIntegration 360° - Innovation

360°

Develop the site in Mobile version.Develop the app's online store.

Improve design as EUA.com.

Generate higher conversion on users and access to the site, in developed content for social networking platforms.

Generate higher conversion

StrategySEO and SEM

Website versionMobile and App

GenerateContent

20

PAID MEDIA

EARNED MEDIA

OWNED MEDIA

Advertising OnlineSEM (Google) and FaceAds

Brand ContentDigital Influencers

E-commerce UA.com.brSponsorship São Paulo FC

Facebook UAChannel Youtube UA

Action Viral:#Olympic Game

E-retail/ConnectionPOS

Public RelationsLaunch Product

Facebook Sharing ContentYouTube Sharing Content

Instagram Sharing ContentEvents

ACTION

CHANNEL RESULT

Digital Strategymarketing and communication

Start datingIntroducing myself

Introducing to my family and

friendsGettingmarried

SMM• Two way communication• Opening the doors to know

others feelings• Knowing each other deeper

E-retail

• Start sharing incomes• Making fidelity actions

Site underarmour.com.br• Talking to me• Showing what I have• Showing what I can do

360°

Communication• Targeted Sites• Integrating On-line with

off-line efforts• Inviting people to our

site• Helping people to buy• Facilitating social

channels

Digital Strategymarketing and communication

Social Media - Facebook

Under Armour Nike Futebol Nike

Nike Corre

adidas Futebol

adidas Running adidasNúmero de pessoas

falando sobre a marca

no Facebook é alto. Com

número alto de dúvidas e

mensagens negativas.

Muito longe no número

de usuários dos

concorrentes.

Social Media - Facebook

Negativo Não tem mensagem de impacto para conversão.

Maioria dos posts de produto não levam para página correta.

Existem posts de produtos sem link para o e-commerce.

Não tem o botão compre agora do Facebook.

Positivo Tem padrão de mensagem, de acordo com o guide da marca.

As imagens retratam a realidade, sem mentiras.

Mansagens curtas e objetivas.

conversão e-commerceAdidas & Nike

Social Media - Facebook

Negativo Muitas reclamações sem atendimento ou respostas.

Principais reclamações sobre: Onde Comprar,

Produto, Portfólio, Revenda. Não tem interação com público.

Uma empresa que está começando em

um país, não pode deixar de fazer

atendimento pelas redes sociais, de

forma alguma.

Social Media – Instagram, Twitter e YouTube

Planejamento de posts com identidade visual

e mensagens com conceito claro. Interação

do público muito positiva, estratégia da

marca se enquadra perfeitamente com a

plataforma.

Claramente demonstra que não tem como

prioridade sua estratégia de Social Media.

Base pequena de usuários.

Sem objetivo de conversão para e-retail.

Não responde aos seus usuários.

Muitos contatos de agências e projetos de corrida.

Imagens demonstram a realidade, sem mentiras.

Não auxilia seus usuários na compra.

Não divulga o novo e-commerce .com.br.

Não utiliza os depoimentos positivos ao seu favor.

Social Media - Instagram

Negativo Gostei do produto e agora? Onde compro?

Muitos usuários sem respostas.

Positivo Engajamento muito bom para a base criada.

A Under Armour pode utilizar os

depoimentos positivos do produto ao seu

favor. Interagir com seu público, criar

campanhas que presentei os usuários.

Isso tudo aumenta a base orgânica.

Social Media - Twitter

A Under Armour pode utilizar a plataforma para

interagir com os torcedores São Paulinos, na hora

dos jogos da equipe. Oferecer os produtos nesse

momento propenso de conversão, pico de

usuários do Twitter. Desenvolver um planejamento

focado em ativação digital on-play-game.

Negativo Base muito pequena 10.6K.

Engajamento menor do que 10%.

Sem investimento de Twitter Ad.

Links de alguns produtos sem conversão para e-commerce.

Não existe interação com o seu público ou com torcedores

São Paulinos.

Social Media - YouTube

Negativo Baixo número de visualizações.

Pequena base de inscritos 2.5K

Sem investimento de Google Adwords.

Não tem parceria com YouTubers para promover o canal UA.

Não apresenta o link do site.

A Under Armour desenvolve videos

expecionais, tem bons conteúdos, mas sem

investimento de Adwords não irá criar uma

base sólida. A categoria tem

caracteristicas de desenvolver bons filmes.

e-retail UA.com.br

Negativo Visualmente ainda utiliza fontes tradicionais.

Design não está altura do UA.com.

Não tem atendimento chat como o .com

Não tem investimento de Google Adwords.

Em nenhuma rede social tem estratégia de conversão.

Para aumentar a conversão de compras

pelo site UA.com.br, a UA terá que investir

na estratégia de Google Adwords e

AdFacebook.