Lessons from Under Armour's “I Will What I Want” campaign on getting segmentation right.
In the case study article, what market segments were identified and what segmentation strategies were implemented?
In this case study on Under Armour’s “I Will What I Want” campaign, it focuses on the process and results that came from proper market segmentation strategies. This campaign was the result of UA watching their competition, Adidas, fail at their attempt to target more women by using original artists from social media. By identifying that just a demographic segmentation was not enough to secure a successful campaign focused towards the female population, UA chose to use psychographic segmentation as well as demographic. By partnering with Misty Copeland, a famous ballerina, for the campaign, they were very successful at what they were trying to accomplish with the female demographic. That appeal to women who have been criticized or rejected opportunities because of their bodies, proved to be one that resonated with a large majority of the population. With it being a controversial move, criticism and praise came in by the masses but regardless of the hate, the results showed how even bad press is still press at the end of the day.
What do you believe are four to five key points to remember when implementing segmentation strategies?
There are many key points to remember when implementing segmentation strategies for a marketing campaign. First of all, identify the audience you want to target and what they are most likely to react to. Then, I would remember to tailor the message to that audience in a precise and compact way. Focusing on the audience’s main pain points can be an easy way to make sure you are capturing attention effectively. Lastly, researching and choosing ways to reach the target audience is just as important as identifying them to begin with, whether it be through social media, tv, radio, etc.
Identify a new market segment that you have noticed recently (during your own shopping experience online, in a commercial ad, or in a secondary resource such as a magazine) that you believe would be a great market to explore. How might you create a segmentation strategy to reach this new market segment?
Coming off the pandemic, it has been almost impossible to ignore the urge to get back into social settings. During this time, the perfect way to capture the masses attention is by reminding them what life was like pre-pandemic and what Covid has caused so many people to miss out on. Simple activities like going to the gym, restaurants, and traveling were put on hold and using that to market products would be an easy strategy to take advantage of. I would create a segmentation strategy targeting those who have had to adjust to being home more and want to get back out by focusing on that pain point. Using social media to market anything right now is the best approach because of how active people have become online since the pandemic.