What's Beautiful

The Concept

Under Armour Women's What's Beautiful campaign aimed to reshape how women were targeted by athletic apparel marketing efforts. Under Armour also aimed to redefine the female athlete by setting epic goals and pushing past perceived barriers and stereotypes.

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The Execution

We invited women, all women, not just athletes to join us by setting a personal goal. Then they would document their journey by posting videos and photos that tell their story from start to victory. This was all done on a custom microsite built for the campaign.  We continuously posted challenges for the community and incentivized them with weekly swag bags and rewards. It culminated with an annual retreat for top performers.

My Role

I took over running the community and social efforts for this campaign. It was my responsibility to be a part of the community, communicate, engage, develop challenges, and identify winners for weekly challenges. That included shipping the swag to the winners.