Under Armour
Author Affinities
Develop strategies to appeal to specific
segments of customers
© 2014 crimson hexagon
Under Armour
The sports apparel and accessories company Under
Armour can use ForSight's Affinities tool to aide the
development of brand positioning and content
strategies for segments of consumers.
They can measure specific marketing
and positioning efforts to understand
which initiatives resonate with intended
audience segments.
They can track their ability to attract
and increase conversations from specific
segments over time.
UNDER ARMOUR
Affinities Use Case
Under Armour can benchmark the interests of the online audience tweeting @UnderArmour vs. the
general Twitter population. This allows them to gain a better understanding of the type of audience the
brand attracts in online discussion.
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UNDER ARMOUR
Affinities Use Case
UA attracts a heavy user base with interest in sports, but soccer seems to stand out as a sport that is
underrepresented.
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UNDER ARMOUR
Affinities Use Case
In the posts coming from authors with an affinity for soccer, we can see discussion about Ledley King.
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UNDER ARMOUR
Affinities Use Case
Ledly King is a former Tottenham Hotspur soccer player. In December 2013 UA sponsored the Tottenham
Hotspur America Trophy.
UA historically has not had a large presence in the soccer market. This sponsorship seems to have
attracted the target audience.
As UA moves into this market, they can measure their marketing and positioning efforts to learn what
resonates in the segment. Over time, they can track to see if there is a sustained contribution from this
segment in their brand conversation.
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UNDER ARMOUR
Affinities Use Case
UA can also compare their brand conversation to conversation about a competitor. This shows us
interests that over- or under-index, relative to the competitor’s audience. Interest to the far right are less
likely to be in the Under Armour conversation, and more likely to be active in Lululemon’s conversation.
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UNDER ARMOUR
Affinities Use Case
Exploring the yoga interest group, we can see that the authors are engaging with the motivational
hashtag #iwill, talking about FitFluential, and armour39 – the fitness tracking device.
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UNDER ARMOUR
Affinities Use Case
UA partnered with FitFluential to host an online discussion about the Armour39 product. This event
attracted consumers with an interest in yoga.
UA may want to consider further partnership opportunities with FitFluential to further engage and appeal
to this audience.
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UNDER ARMOUR
Affinities Use Case
UA can also compare the audience interest across multiple date ranges within their brand conversation. If
we compare the audience from December 2013 vs. January 2014, we can see some interests that look
like they don’t belong.
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UNDER ARMOUR
Affinities Use Case
When we investigate the conversations coming from authors with the interests that stand out, it becomes
apparent that these authors are discussing UA’s continued sponsorship of Duck Dynasty’s Phil
Robertson. This event attracted consumers outside of UA’s core audience to engage in conversation.
UA is able to validate that their decision was perceived positively among specific segments.
This approach can also be used to measure the effectiveness of a campaign when targeting specific
audiences.
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about crimson hexagon
Crimson Hexagon, founded in 2007, is the leading provider of analysis software that delivers business intelligence
from social media data for global corporations. Fast Company named Crimson Hexagon one of the Top 10 Most
Innovative Companies on the Web. Powered by patented technology developed at Harvard University’s Institute
for Quantitative Social Science, the Crimson Hexagon ForSight™ platform delivers the industry’s deepest and
highest quality insights from social media data. Clients and partners include leading global organizations such as:
Microsoft, Paramount Pictures, Starbucks, Simon & Schuster, Twitter, The United Nations Global Pulse Initiative,
and many more.
For more information go to www.crimsonhexagon.com.
@crimsonhexagon
© 2014 crimson hexagon
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Learn More About ForSight’s
Affinity Feature
Click Here for An Introduction