Case Study: Under Armour achieves targeted customer insights with Crimson Hexagon ForSight

How To Build Campaigns that Appeal To Specific Customers

Crimson Hexagon helped Under Armour — the global sports apparel brand — better understand who was talking about them online and how to tailor positioning and content for specific customer segments. Under Armour needed to measure which marketing initiatives resonated, identify under- or over-indexing interests among its audience (vs. Twitter and competitors), and track whether sponsorships and campaigns were attracting the intended communities.

Using the ForSight Affinities tool, Crimson Hexagon benchmarked audience interests, highlighted opportunities (e.g., a rising soccer audience after a Tottenham sponsorship and yoga interest tied to an Armour39/FitFluential partnership), and surfaced unexpected engagement from other segments (e.g., conservative-leaning conversations after a Duck Dynasty sponsorship). The insights validated sponsorships, revealed partnership and content opportunities, enabled competitor and time-range comparisons, and gave Under Armour a way to measure and optimize campaign impact over time.

Under Armour