Manufacturers whose advertising methods overlook fandom communities are leaving their most beneficial audiences untapped, executives shared at a gaggle chat on Monday on the ADWEEK Home in Cannes.
Michael Sugar, the CEO and founding father of Sugar23, moderated the panel, which included Alyssa Buetikofer, the vice chairman and CMO of McDonald’s Canada, and Stephanie Fried, the CMO of Fandom. The executives mentioned the facility of connecting with audiences in fan communities and thru on-line boards surrounding sports activities, leisure, music and gaming.
All three executives are well-versed within the topic.
Sugar, an Oscar-winning producer, has been just lately working with manufacturers to attach them with widespread, fandom-inducing celebrities. In the meantime, Fandom and McDonald’s have been working collectively to activate followers after studying that the McDonald’s model had a sturdy following within the anime neighborhood.
Collectively, the three executives mentioned why each model ought to have a fandom advertising technique and what that technique ought to entail.
Listed here are the three largest takeaways:
Reaching superusers faucets into shopping for energy
Fan communities convey disparate teams collectively by their shared love of a cultural product, akin to a tv collection, sports activities group or online game.
This engaged group of superusers differs from mass audiences in that they’re visibly declaring their ardour for these matters, which provides related manufacturers a uncommon alternative to attach with customers who usually need them to be there.
In actual fact, in response to Fried, 75% of followers say they’re extra possible to purchase services or products from manufacturers that help the fandoms that they love.
At Fandom, which attracts greater than 300 million followers month-to-month throughout its naturally segmented Wikis, the scope and depth of those communities not solely present surfaces for model integrations however are additionally wealthy sources of shopper insights and information that may higher inform these efforts.
“Our followers are exploring 50 million pages of content material which are limitless scroll, so we all know every part about what individuals love inside these IPs and these franchises,” Fried mentioned. “We perceive not solely what they love, however how that connects to different IP, which at this time is much more vital as we see the rise of franchises.”
