Under Armour The Stair Battle - App campaign for women in Norway & Finland
Web – Event
Industry: Retail
Creative concept: The Stair Battle with fitness influencers
Under Armour wanted to reach out to women in Norway and Finland and tasked us at Louder Family with developing a campaign that would work effectively on social media. We developed the concept of The Stair Battle, engaging some of the most influential female influencers in fitness and training as ambassadors for the campaign.
The Stair Battle is all about running up and down stairs and competing to see who can do it the fastest. To facilitate this, we created a web app that can search for nearby stairs via GPS, time them and compete against other users. Participants can easily challenge their friends by sharing their time on social media with the click of a button. The top 10 times will be added to a leaderboard, creating extra excitement and motivation.
The Stair Battle is all about running up and down stairs and competing to see who can do it the fastest. To facilitate this, we created a web app that can search for nearby stairs via GPS, time them and compete against other users. Participants can easily challenge their friends by sharing their time on social media with the click of a button. The top 10 times will be added to a leaderboard, creating extra excitement and motivation.
Marketing and launch
We promoted the app via YouTube prerolls, ads on Instagram and Facebook through Under Armour’s various channels. At the same time, our influencers published Instagram and blog posts urging their followers to try to beat their times, creating a viral effect.
At the end of the campaign period, final competitions were organized in each capital city where participants could compete against each other live, win prizes from Under Armour and meet their influencer idols.
Results and engagement
The project has built loyalty for Under Armour in the Nordic countries and clearly demonstrates how influencer marketing can be used to truly engage a target audience. With a strong social media presence, the campaign has managed to get more people involved in the brand and its values.
By combining physical activity with social participation, The Stair Battle has become a success, showing that a well-executed campaign can create both engagement and increased visibility for a brand like Under Armour.
By combining physical activity with social participation, The Stair Battle has become a success, showing that a well-executed campaign can create both engagement and increased visibility for a brand like Under Armour.
