A spotlight is shined on athletes to showcase an element of authenticity
Implications - Seeking to create a more sincere connection with viewers, marketers are turning to creative backstories and storytelling techniques to give typically unapproachable public figures like athletes a more approachable edge. Highlighting the grueling training that athletes endure to the inspiration and motivation behind each Olympian, these ads showcase a side of sports that viewers don’t normally see. Such marketing tactics showcase a move away from flashy, over-the-top campaigns toward more emotional and sentimentally-driven content.
Workshop Question - Define your core group of consumers; is there another demographic that you think would benefit from you products? How can you appeal to them?
Trend Themes
1. Authentic Storytelling - Marketers are turning to creative backstories and storytelling techniques to give athletes a more approachable edge, showcasing a move toward more emotional content.
2. Disruptive Olympic Campaigns - Advertising campaigns can showcase the less glamorous side of being an Olympian, or show athletes as babies to send an inspiring message.
3. Marginalized Athlete Ads - Ads for sports drinks and apparel can draw attention to athletes who have faced adversity and make a positive statement about hard work and overcoming obstacles.
Industry Implications
1. Marketing/advertising - Marketing strategies continue to evolve to create a more sincere connection with viewers, such as using authentic storytelling techniques.
2. Athletic Apparel - Promotions and ads can help showcase athletic apparel with more inspiring messages that resonate with consumers.
3. Sports Drinks - Ads can be tailored towards marginalized athletes, or celebrate how hard work can lead to success for young people from difficult backgrounds.
5 Featured, 38 Examples:
486,490 Total Clicks
Date Range:
Jun 16 — Oct 16
Trending:
Untested
Consumer Insight Topics:
