I WILL WHAT I WANT – Favorite Marketing Campaign

One of my favorite marketing Campaign will be I WILL WHAT I WANT by Under Armour, featuring ballerina Misty Copeland. This ad sent out messages to women, that we can do better if we try harder and there is nothing impossible.

This Campaign is telling a beautiful story of a true person; the belief she has and achievement she has accomplished because she is not afraid to accept challenges. As my personal goal is to be a better me than yesterday, this ad truly touched my heart.

Most women are struggling about life, wish they can be strong in mind, have beautiful body shape, and stand out in the crowd. In I WILL WHAT I WANT, Women are able to relate themselves with Misty Copeland personal story. With elements of positive, fearless attitude and strong characteristic, Under Armour successfully emotionally engages its audiences. Under Armour is smart enough to develop this ad clip in 60 second, which is short enough to tell the story before audiences loss their attention.

One thing I would have done differently to enhance the messages is to promote related events on Instagram and Facebook, ask audiences to hestage #Iwillwhatiwant and share their experiences/stories as a life fighter, when they face great challenge and how they overcome it. By doing this, the brand will be able to drive emotional attach to the brand further and longer with their audiences.

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