Under Armour Football aimed to highlight the top football players in country and their experiences at the 2023 UA Next All-America Game. Throughout the week, these players would experience an event catered to awarding their performances on and off the field. The objective of the social content teams were to create first-person storytelling opportunities for our social audience and create FOMO (Fear Of Missing Out) for those who weren’t invited.
Our overall strategy included using first-person viewpoints to highlight storytelling in stories and reels. We also created and shared media assets within our business to use in evergreen social posts. Much of our content capture on the ground inluded a showcase of high energy practices, competitions, gaame day, new product releases, offsite events, music artist appearances and more. We used Instagram, Twitter and Tiktok to highlight these exclusive moments.
Our efforts were considered to be a success given the many compliments by various teammates on the ground, as well as athlete support on social. Our paid media impressions and reach also exceeded our 1 million users goal. All posts from December 23rd-January 4tth were highly supported by out 16-20 year old male audience. The All-America Game featured 30% of the top 100 high school football players in the class of 2023, which brought in new audience metrics for our content views.