Week 8 Learning Journal
(Due by Sunday, midnight of your time zone in Week 8)
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?