Challenge

A major obstacle in the strategic planning for a large entertainment character brand was the absence of reliable data to size the potential audience. Without this crucial information, the ability to tailor and optimize marketing strategies was significantly hindered.

Action

To address this, a new dimension was integrated into the annual brand tracking research: fandom questions across various age ranges. This approach allowed for a granular analysis of fandom levels. Following the survey, a fandom scale was developed based on the responses, providing a nuanced understanding of consumer engagement. To ensure the data accurately reflected the market's demographics, the results were rebalanced against the latest census figures, aligning the survey proportions with real-world age segment distributions. The final step involved using the census data to extrapolate the total number of fans within each demographic segment.

Results

The project culminated in a robust estimation of the total fandom audience, which proved instrumental for internal strategic decisions and external partner negotiations. These "power stats" not only enhanced the brand's market positioning but also informed targeted marketing initiatives across different business units, ensuring that resources were allocated effectively to engage the most relevant consumer segments.

To explore how these insights can be applied to enhance your brand strategy, please feel free to schedule a consultation call with me. Together, we can unlock the full potential of your audience data to drive strategic decisions and growth.