To encourage users across the globe to get back into their daily commitment of working out, being active and working up a sweat. This global initiative was launched through @TheRock’s social media channels, and aided by sustaining promotion through @ProjectRock channels.
Through engaging content, users were encouraged to show how they were putting in the work by wearing their sweat-activated Project Rock tank. The words “HARDEST WORKERS IN THE ROOM” are revealed when you’ve sweat through the shirt enough to activate the graphic. Top submissions were re-shared on talent social channels, to encourage more users to set goals for themselves and commit to putting in hard work.
The campaign was a success for Dwayne ‘The Rock’ Johnson’s socials, accumulating over 50M impressions throughout the campaign across his platforms, and 4.8M impressions across Project Rock’s social platforms, driving a spike in CTR and ultimately a spike in sales conversions on the Under Armor website.
