fitness

Reaching international audiences with Under Armour

Reaching international audiences with Facebook’s cross-border ad solutions.


Under Armour, decided to utilise Facebooks cross-border tool to produce ads so a wide range of audiences in different languages and currencies. Under Armour is a global sportswear brand founded in 1996 Washington D.C United States. Their main clientele is gym savvy millennials attracted to the unique stay dry technology of their sportswear.

The concept 


Under Armour European middle east Africa division wanted to boost their European sales by figuring out a way to streamline the buying process. In turn, making its marketing budget more effectively. 

Reaching international audiences


Under Armour partnered withSmartly.io to create a campaign that could run across multiple divisions with as little maintenance as possible. They ultimately decided to apply the cross-border catalogue tool. This tool adapts the catalogue format to adapt to whatever language is necessary. Improving their marketing ads across Europe. This means that Facebook is able to deliver the correct ads to the correct audience in the preferred language whilst storing information as to what works best where. 
The cross-border catalogue tool doesn’t just allow Under Armour to produce multiple campaigns in different languages across Europe it also proved to be an effective and time-conscious way of reaching new audiences. By saving time Under Armour are then able to invest more time and money into regions where this marketing tool performed better than expected. 

Results 


This campaign ran from August 2019 to May 2020 and produced some interesting results. In just ten months Under Armour were able to consolidate their marketing strategy reducing its number of campaigns by 4.5% They also produced a staggering 35% increase in conversion rates and a 35% decrease in cost per sale. They also achieved a 2X increase in return on investment, making this a successful and lucrative campaign. 
This blog was adapted from Facebook. Visit Under Armours website and shop their full collection. If you are interested in creating a targeted Facebook campaign for your business get in contact nowand arrange a FREE no-obligation consultation with a member of our team.
 
 
 

STRONG by Zumba

Getting people motivated across the globe with facebook video ads.


How this fitness company recruited potential fitness instructed around the world with facebook video ads, encouraging them to sign up to a training program, encouraging a 3X return on ad spends, 80% of new recruits were a direct reaction to facebooks marketing, encouraging 5X more instructors through facebook than campaign goal.
In June 2017 STRONG by Zumba was born, the perfect blend of fitness and dance, combining high-intensity workout moves with exclusively produced musical tracks. The goal was to recruit potential instructors, figures showed that at least 15% of recruits were coming directly form facebook ads, to sign up for STRONG by Zumba instructor training from around the world. 
Since STRONG by Zumba is revolutionising its more famous parent Zumba, the team wanted to start by creating awareness and building momentum around the initial idea to encourage people to give it a go eventually encouraging fitness instructors to consider taking the training and signing up.
Phase one, the tester video for Facebook and Instagram to entice the audience. When clicked, the ads opened to a lead form. Phase two brand testing this included posting third party articles about STRONG by Zumba, and a mixture of educational videos and promotional videos created to inspire instructors to commit to a training session. Through the testing, the team discovered that videos with text overlays outperformed static images. 
The main demographic targeted by these ads were people with an interest in fitness, as well as those with experience in being a trainer, coach or instructor. By installing Facebook pixel on its website, the company tracked and retargeted people who visited the STRONG by Zumba “Become an Instructor” web page. The team then used that data to build a Custom Audience from the site visitors and the newly acquired STRONG by Zumba instructor list.
It also created a multi-country lookalike audience based on this group so it could recruit instructors around the world. For this type of audience, Facebook finds people similar to the advertiser’s source audience who reside in the countries the company wants to reach. In this case, the Zumba team chose 2 regions (EMEA and APAC), layered on English (to reach an English-speaking audience) and targeted the following countries: Germany, Mexico, Argentina, Spain, Italy, France, UK, Australia, Portugal, Indonesia, India, Denmark and Korea.
By taking a more organic approach in raising brand awareness STRONG by Zumba’s video lead ad campaigns exceeded its goal the June 2017 campaign directly resulted in:

  • 3X return on ad spend

  • 80% of new instructors recruited through Facebook

  • 5X more instructors recruited through Facebook than campaign goal


This blog was originally taken from Facebook, to learn more about Strong by Zumba visit their website.
 
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