By: Jason Sappal
When it comes to Facebook, Under Armour and Timberland
both display detailed and visually appealing pages. Both brands do an excellent
job utilizing the 50/50 rule, posting a combination of sales promotions and
advertisements, with user engaging content that allows for consumers to create
a dialogue amongst each other. However, of the two, Timberland uploads more descriptive posts, including links to
virtual networks to blogs where consumers are able to participate in
discussions about Timberland products. When it comes to frequency of posting,
both brands do an overall ideal job of uploading around 1-2 posts per day.
Additionally, it should be note that both brands tailor their ads towards a North
American audience, where Facebook is the leading social media portal.
Under Armour
Facebook page stats:
·
Under
Armour has recently been promoting a social media campaign around the
hashtag ‘#IWILL’. The purpose of
this trend is to encourage consumers to pushing themselves to their limits. For
example, Tom Brady features
in an ad, captioned as ‘Not done, until
he say’s he’s done. Been Workin’ For This.’ With the hashtag #IWILL.
·
(Cover of Tom Brady Ad)
·
The majority of Under Armour’s posts are presented in the form of commercials,
targeted towards athletes.
·
Under
Armour recently announced the launch of their new shoe, the UA Threadborn Slingflex (Posted on
February 1, 2017). The video, which introduces one of the company’s new
products, has received 1, 400 likes and
83 shares so far.
Timberland
Facebook page stats:
·
Timberland
posts thought provoking content that gives users an opportunity to comment on
products, sharing their personal views with others.
·
Timberland
promotes ads that fulfill the desire to live a warm lifestyle through the use
of their products. For example, the ad for the Cone Denim 6-inch (Posted
on February 10, 2017) – marketed as premium
denim boots.
·
(Image of the Cone Denim 6-inch in the
outdoors)
·
Style blogger, Nichole Ciotti, links a post to Facebook on her plans for her Valentine’s Day outfit,
featuring Timberland products (Posted
on February 9, 2017). This portrays the user-generated content that composes of
the 50/50 rule, allowing the brand to give consumers an outside perspective on
brand items.
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