For Women’s History Month, UA tapped playworkgroup to develop an omnichannel campaign aimed at inspiring and empowering its female customer base. The “I’m Pretty” campaign, went viral around the globe and surged over into UA’s primary and men’s platforms. The campaign’s success stemmed from a provocative, emotional message conveyed through a striking graphic treatment, inviting consumers to create personal content using a popular interactive meme generator as well as customize limited edition campaign merchandise.

The result | This omnichannel and wide reaching campaign was a massive success, resulting in 2.7M organic impressions, an engagement of over 82k unique accounts, and was the #1 top performing video on UA Women’s Instagram of all time.