Using Honesty & Vulnerability As A Marketing Strategy (Analysis)

The following award-winning campaign is for Under Armour, an American sports clothing and accessories company with a powerful message:

 “It doesn’t matter what others think. It’s what you believe.”

The campaign inspires women to block out all outside criticism (and positive praise) so that they can focus on the opinion that truly matters: their own.

This message drive straight through the heart of their target demographic because effective marketing appeals to emotions, and nothing seems to pull on emotional strings like honesty, vulnerability, and authenticity.

Under Amor even used the ugly side of honesty to tell their story. They placed a brave international model between the cross-fire of the public’s candid opinions, knowing that she would be criticized due to her unlikeliness of matching Under Armour’s brand. The criticisms were used to enhance their brand message, empowering the international model as she reveals an athletic side of her that no one seemed to expect.

“Many creatives are not afraid to be emotionally vulnerable or to experiment outside the box – where honesty and authenticity exist – which makes creatives uniquely qualified for developing this kind of work.”

– Maven Creatives

Watch the case study and view the results of this amazing campaign here…