UNDER ARMOUR SHOOT YOUR SHOT
Under Armour Basketball wanted to separate themselves from Nike, Adidas and other big players in the basketball industry. To do this, we took a challenger approach to marketing. While the competition posted infrequent heavily edited content that pulls at emotion, we wanted to post frequently like a publisher and hack the feed.
From a publisher's point of view, Shoot Your Shot was born--an entertainment series focused on a conversation around basketball and culture with a late night talk show vibe. Shoot Your Shot allowed UA Basketball to connect with today's youth in an organic way through the talent that rolls through the show. Each episode featured talented and influential guests that our young audience admires and aspire to be.
Our Goals
Fresh Entertainment
Creating an interview series that was interactive and fun, with top basketball influencers or Gen Z idols, gave us the ability to shift the narrative around Under Armour Basketball with a new approach to the industry. We approached the content with more focus on brand building and audience building as opposed to product or event-centric.
Be Authentic
As the most widely used and trusted platform within our target audience, YouTube provided us with an opportunity to connect on a deeper level. For us, the objective was about connecting with our kid around the shared love of the game of basketball, and the subcultures surround it.
Establish a Presence.
Not only did Under Armour want to establish a presence on YouTube, they also were keen on establishing the brand as a real player in the basketball industry, amongst Nike, Adidas, Puma, and others. We can’t outspend our competition so we will outwork them.
Our Episodes
Knowing that we had a paid media budget that wasn’t as big as the top dogs, it was crucial to find bubbling talent with followings of their own, to help push our content organically onto people’s feeds.
CLICK THE IMAGES BELOW TO WATCH AN EPISODE!
My Roles
Social Strategist
I helped identify talent that would perform well on social based on their following and current buzz. Once the episodes were ready to release, I also managed the editorial calendar and deployed content to Instagram, Twitter and YouTube in a strategic way, all while interacting with fans from the UA Basketball handles.
Script Writer
Prior to shooting, I conducted extensive research on every guest to bring the best questions to the table for our host. This resulted in great content, as well as authentic conversation that pertained to our guest’s life and fans.
Client Manager
For Season 3, I was the main client contact onset and prior to shooting. This meant being the liaison between the client and creative for any adjustments, comments, or questions the client may have.
