After a year of unprecedented challenges, solo miles, and cancelled races, runners have had to dig deep to find motivation to get out the door. Without training partners and group runs, it would be easy for many runners to let their shoes collect dust as they adapted to new routines, new challenges, and a new way of living during a global pandemic.
Under Armour tasked We Are Social New York with developing a social campaign supporting their biggest run release of 2021, the Flow Velociti Wind – igniting brand excitement and resonance with runners in a year where they've had nothing to train for. The only catch: due to surging COVID-19 cases, the global shoot would need to be fully remote and self-shot by a dozen UA runners on four continents.
We launched the Flow State Challenge on Under Armour’s running app MapMyRun, to help runners escape what the world has thrown their way and an opportunity to enter their Flow State, with 3 winners who logged 30 miles in 30 days rewarded with a trip to take their dream run around the world.
To kick off the challenge, we produced a remote launch video that saw 12 elite runners from around the world come together to push the running community to participate in the challenge and unlock their Flow State.
We developed an influencer playbook for UA’s regional teams, informing each market on how to activate talent and support the campaign locally. We also launched an Instagram AR filter for runners to create content with, to bring to life the moment on your run when you step through that threshold and enter into another place—a place where you’re lighter, focused, and faster—your Flow State.
Influencer Activation
3,039 uses of #UAFlow and 590 uses of #FlowStateChallenge.
168 influencers activated across EMEA and NA.
Flow State Challenge Launch Video
Our Launch video received an A rating with 13-18 yr olds via consumer testing.
Consumers were most moved by 1: The fact that UA understood runners are frustrated by cancelled races and 2: They enjoyed visually seeing the different places they could travel to.
North America Paid Media Results – Flow State Challenge Launch Video
Total views in NA for the :15 Cutdown served in IG: 127MM video views and 392K clicks.
Total views in NA for the :43 Cutdown served in YT: 2MM+ completed views and maintained a 9% VCR.
The :15 NA ad asset remained stronger in Snap vs FB/IG in VCR (8% vs 3%) and CTR (0.7% vs 0.17%)
MMR Challenge
We ended the Flow State Challenge with 54,000 participants, This is close to our Run To Vote Challenge benchmark (Run to Vote: 57,000 Participants).
Flow State Filter
· Our Flow State Filter has generated 392,800 impressions, 6,500 opens (people who have tried it out) and 350 total shares (people who have published it)
· Our Flow State Filter has been used approx. 55% from Men and 45% from Women.
· Top countries who have used the Flow State Filter: US, Israel, UK, Germany, Ireland (in that order)
