Challenges: How to Make an Effective Digital Advertising to Reach Indonesian Sports Enthusiasts?
Under Armour, renowned for its innovative sports equipment, including shoes and sportswear, is dedicated to enhancing athletic performance globally. Its flagship products, designed to push the boundaries of ordinary sportswear, are available for purchase worldwide. In Indonesia, Under Armour operates under PT Masari Group. The company plans to launch three new sports shoe models that exemplify exceptional design and performance. To promote these new products, Under Armour aims to leverage digital advertising to reach sports enthusiasts and inspire them to choose the right shoes for their athletic needs.
Failing to implement a robust digital advertising strategy for the new sports shoe models could result in significant missed opportunities. Without effective promotion, the new products might not reach their target audience, leading to lower sales and reduced market penetration. Additionally, the lack of visibility in a competitive market could cause Under Armour to lose potential customers to competitors who are more adept at digital marketing.
The specific goals for this project include increasing brand awareness and visibility of the new sports shoe models through targeted digital advertising campaigns. Another key objective is to drive higher engagement among sports enthusiasts by highlighting the unique features and benefits of the new products. Ultimately, the project aims to boost sales and market share in Indonesia by effectively communicating the superior design and performance of Under Armour's latest offerings.
Solutions: Innovative Digital Ads Strategy for Targeted Campaign Success
The solution involves a comprehensive Digital Ads strategy developed in collaboration with Suitmedia. This strategy focuses on utilizing Meta platforms, particularly Instagram, to achieve the following KPIs over three months: 15.7 million impressions, 5.5 million reach, 275,000 engagements, and 4,000 link clicks. The approach includes targeted ad placements on Instagram feeds, explore, stories, and reels. Utilizing assets provided by Under Armour, such as videos, landing pages, and copywriting from Suitmedia, the ads will be primarily Dark Posts. The target audience will be segmented into interest targeting (e.g., basketball, sports, NBA, Stephen Curry fans), retargeting existing followers and people who have engaged with Under Armour's Instagram, and lookalike audiences.
The project implementation will follow a step-by-step process. First, the necessary assets, including videos, landing pages, and copywriting, will be prepared and optimized for Instagram. Next, the ads will be configured and scheduled for placement across Instagram's various channels—feeds, explore, stories, and reels. Throughout the campaign, Suitmedia will employ analytics tools to monitor performance against the set KPIs, adjusting the strategy as needed to ensure optimal results. Technologies and tools used will include Meta's ad management platform for ad placements and performance tracking, along with Suitmedia's proprietary tools for analytics and optimization.
What sets this project apart is its highly specific targeting approach. Instead of relying solely on demographic factors, Suitmedia will prioritize interest-based targeting. This includes focusing on individuals with specific interests, such as basketball, sports, NBA, and Stephen Curry fans, ensuring the ads resonate more deeply with potential customers. Additionally, the project will leverage advanced retargeting strategies, aiming to engage existing followers and individuals who have previously interacted with Under Armour's Instagram, as well as creating lookalike audiences to expand reach effectively. This is designed to maximize engagement and conversion rates, making the campaign uniquely tailored to Under Armour's audience.
Results: Achieving Digital Advertising Excellence with Comprehensive Strategies
Suitmedia successfully launched the digital ad campaigns for Under Armour's three latest shoe models, ensuring timely execution and precise audience targeting. Each shoe's campaign spanned three months, and Suitmedia provided regular, timely performance reports that met all KPIs. This meticulous approach not only achieved but exceeded expectations, establishing Suitmedia as a reliable partner in digital advertising. The campaigns effectively reached the intended audience, showcasing Suitmedia's expertise in strategic planning and execution.
The results of the campaigns were impressive, demonstrating the effectiveness of the strategies implemented. The Curry x Bruce Lee campaign achieved 9,233,143 impressions and reached 4,524,067 people. The campaign recorded 9,226,859 impressions with a reach of 3,082,620. The Infinite Elite campaign garnered 9,680,612 impressions and reached 3,402,172 individuals. These clearly indicate the success of the campaigns in terms of visibility and engagement, significantly surpassing previous efforts and benchmarks set by Under Armour.
Under Armour expressed high satisfaction with Suitmedia's performance, highlighting the achievement of more KPIs compared to their previous strategies. The client's appreciation extended to the punctuality of report submissions, a critical aspect emphasized during the project kickoff. As a result of this successful collaboration, Suitmedia was re-engaged for another campaign project, underscoring the client's trust and confidence in their capabilities. The positive feedback reinforced the strong partnership between Suitmedia and Under Armour.
