celebrities and marketing campaigns

Read the short case study in this week’s materials, “Under Armour’s Willful Digital Moves.” Then discuss this case by responding to the prompts below:

  • What was the goal of Under Armour’s “I Will What I Want” campaign?
  • Who was their target audience for the campaign? Why did they select this customer group?
  • Why did the company select Misty Copeland and Gisele Bundchen to represent their brand?
  • Do you think it is a good idea to use celebrities in marketing campaigns? Why or why not