UA I’m Pretty . Campaign
How do we make a statement during Women's History Month in a way that's memorable and empowering?
That's the question we had to solve for.
Background.
Leadership came to us with a request to build a campaign for Women's History Month that would stand out from all the noise in March. We had less than six weeks to develop and execute the campaign and had a limited budget, so we needed to get creative with our execution.
Concept.
We landed on an omnichannel campaign to help twist the clichéd compliment “you’re so pretty” into a statement about how much more than simply “pretty” women are. Yes, women are pretty—pretty tough, pretty strong, pretty smart, pretty inspiring, pretty groundbreaking, and pretty amazing.
Activation Details.
We had a robust, fully integrated campaign across social media, UA.com, our athletes, product, retail, and events.
At the heart of the campaign was an "I’m Pretty" generator that allowed fans to upload a photo to create their own “I’m Pretty” statement.
My Role.
Partnered with the Women's Brand Manager on the creative brief for the project and managed the agency relationship from ideation to execution
Spearheaded all internal comms planning across retail, sports marketing, e-comm, etc.
Planned and executed the entire rollout across social media, from the content calendar to community management
