Insights are a crucial early stage and ongoing input into the marketing process. Having rich consumer insights feed into a brief sets you up for more relevant and impactful marketing activity - getting the right messages, to the right audiences in the right places.
When it comes to media planning, a diverse and nuanced understanding of your audience is critical, especially where targeting decisions could specifically exclude different groups, or lead to generalisations rather than capture representative perspectives.
Truly understanding your audiences and ensuring they are diverse at the planning stage sets you up for success in your approach.
A big challenge for women’s sport is media visibility. Globally just 6% of sports coverage is dedicated to female athletes and teams. Advertisers’ media planning approaches can perpetuate this issue by focussing on the male audience.
Guinness wanted to tackle this head on. Through Guinness’ #NeverSettle platform, we championed inclusivity by making the Women’s Six Nations (W6N) more visible in media, celebrating its stars across paid, earned and owned media.