Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact
In 2019, we set out to change the trajectory of the ESPN brand and build an emotional connection with fans. Audience Expansion is a company priority, and likely will be for several years to come. Female, Hispanic, and youth audiences are the primary expansion targets...
A clear opportunity presented itself in our data as we recognized a great opportunity to speak to a cohort of sports fans more directly in a story telling fashion - female fans.
Creatively, we needed to show this fans that ESPN has...