Situation YMC designed a collegiate brand ambassador program from strategy through reporting, which activated at Under Armour partner campuses nationwide. Ambassadors worked to increase purchase consideration and loyalty among college students through interactive events, peer-to-peer interactions, and engaging social media content.
Solution
Recruitment of Under Armour loyalists to serve as collegiate ambassadors
Driving retail foot traffic & purchases to local UA partner bookstores
Fitness-centric events catered towards Under Armour's target customers
Results
1.8M+
Social media impressions on student-generated content
209K+
Interactions with potential and existing Under Armour customers
350
Live activations executed over 15 weeks of programming
