Social Listening to Help a Sportswear Brand Craft Its 2025 Comms Strategy

The Ask:

The client, a leading global athletic apparels brand wanted to leverage its influential position to advocate for women athletes competing in International sporting events. Their vision for their 2025 marketing strategy centers on reshaping the discourse around pressures faced by women athletes at the elite level.

The task was to assist the client in gaining comprehensive understanding of the prevalent pressures faced by elite women athletes who compete in international sporting events to inform their 2025 marketing plan.

The Approach:

A comprehensive multi-topic social listening exercise was used to identify and unpack the pressure spaces that are prevalent among elite women athletes in international sporting events. 

First, a broad social listening query to explore conversations in the entire sports spectrum helped identify the plausible pressure spaces to delve into.

Next, topical queries for the individual pressures identified in step 1, helped generate insights on the nature and significance of the pressures, providing the client with actionable intelligence.

The Value-add:

Through an exhaustive social listening exercise, our client achieved the following outcomes for their 2025 marketing strategy:

1. Communication Angles: Distilled tangible topics of communications from the expansive sports universe,  enabling focused messaging

2. Strategic Prioritization: Prioritized pressure spaces based on their potential impact and opportunity size, guiding resource allocation and campaign focus.

3. Risk Assessment: Through sentiment analysis, evaluated risk associated with addressing specific pressure spaces, enabling proactive risk management strategies.

   
   

Through a meticulous social listening approach, our client gained valuable insights into the dynamics of athletic pressures faced by women in international sporting events, empowering them to craft a 2025 marketing strategy champions positive narratives and fosters meaningful engagement.

P.S. The client came back for round two to understand pressures faced by all athletes competing from amateur to elite.