Under Armour Celebrated Misty Copeland with #PrincipalMisty
Rebecca Byers — July 3, 2015 — Marketing
References: adweek
Misty Copeland is quickly becoming a household name outside the world of ballet thanks to her recent appointment as principal dancer at the American Ballet Theater. Misty is the first African American principal dancer with the company in its 75-year history.
In order to highlight this exciting announcement, athletics gear brand Under Armour launched the #PrincipalMisty campaign. For every tweet published with the hashtags, Under Armour added more flowers in what ended up being a giant floral delivery to Copeland.
The #PrincipalMisty social congratulations campaign is a great move that aligns the brand with values of consumers, who both love to see their social contribution to a positive cause and a brand's dedication to diversity and athletic achievement in all realms.
In order to highlight this exciting announcement, athletics gear brand Under Armour launched the #PrincipalMisty campaign. For every tweet published with the hashtags, Under Armour added more flowers in what ended up being a giant floral delivery to Copeland.
The #PrincipalMisty social congratulations campaign is a great move that aligns the brand with values of consumers, who both love to see their social contribution to a positive cause and a brand's dedication to diversity and athletic achievement in all realms.
Trend Themes
1. Social Congratulatory Campaigns - Brands can create social campaigns to celebrate and support individuals, aligning themselves with positive causes and diverse achievements.
2. Hashtag-driven Brand Activism - Brands can leverage hashtags to rally support, engage consumers, and promote their dedication to social values.
3. Celebrity Sponsorship and Collaboration - Brands can partner with influential figures to enhance their brand image and reach a wider audience.
Industry Implications
1. Athletics Gear - Athletics gear brands can create campaigns that celebrate diverse achievements, aligning themselves with consumer values and promoting social causes.
2. Social Media Marketing - Social media marketing firms can help brands create impactful campaigns that leverage hashtags, rally support, and engage consumers in positive causes.
3. Entertainment and Sports - Entertainment and sports companies can collaborate with influential figures to promote their brand and attract a wider audience.
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