Brand Awareness Case Study
Creating aided & unaided awareness lift
Wayne Gretzky Class Launch | MasterClass
As a growth phase streaming property, MasterClass had the unique challenge of needing to drive both aided and unaided awareness lift while also promoting new product launches in the form of recently released ‘masterclasses’ throughout the year.
Objective
Speak to an established brand audience while also defining and incorporating a new audience with overlap based on specific class topics
Drive market penetration of those audiences through appropriate reach and frequency to increase awareness and aid in client-side conversions
Ideate and implement out-of-the-box media tactics that ladder up to KPIs which produce a “wow” factor that assists in developing brand recognition and recall
Strategy
Using audience data aggregators like MRI/Simmons, define a new audience of sports enthusiasts with a secondary interest in hockey that can be layered on top of their established audience to find the overlap.
The overlap becomes the bullseye target audience while the audience outside of the overlap becomes the potential audience to be reached.
Develop media delivery goals based on the audience size using reach and frequency to understand how many total impressions are needed across various tactics.
Keeping our finger on the pulse of cultural trends as well as identifying key locations both physically and virtually we identify media channel opportunities that make the greatest impact among the target audience.
Key locations include a massive out-of-home unit outside Madison Square Garden, the venue where Gretzky played his last game.
Surrounding the LA Kings practice facility with expansive digital units on the 405 Freeway
Utilizing Sirius XM “influencers” on sports talk radio channels
Digital campaign targeting sports websites with high-impact placements surrounding game days
Achievement
By understanding who the audience is and where they consume media, we were able to generate brand lift for MasterClass by tapping into tapping into a subset of their defined audience that generated excitement among Gretzky fans and sports fans at large.
The success of this strategy was able to be replicated by continuing to define a subset of an audience based on class topics that can be activated with out-of-the-box media channels that speak authentically to each group.