Tracksuit

Set your alarms — we have a webinar on the way ⏰ We will not, won’t stop talking about why brand and performance marketing are BFFs. And here we go again! This time, we’re teaming up with MagicBrief and special guest Carly Griffin, Head of Growth at Eucalyptus, to delve deep into why in 2025, it’s all about mastering the balance. Register now to get access to the webinar here 👉 https://lnkd.in/g_jt3-t6 What should you expect? ✍️ How to craft a unified brand narrative across channels and audiences 💰 How to allocate spend across the two functions 🤔 The biggest mistakes brands make when treating brand and performance as silos  💼 How to prove the ROI of brand marketing …and more. See you on 3 April! 👋

Brand growth = business growth 📈 In a world where cash is king and legacy businesses have seemingly bottomless budgets to spend on paid media, attention doesn’t come cheap. But a class of brands have found the secret sauce to taking out their competitors: entertain, or die. We teamed up with our pals over at Small World to rank 100 of the world’s best, and most entertaining brands, so you can steal their playbook. Here’s your taste test: 🍰 Brands built around entertainment grow faster than traditional competitors. 🍰 Entertainment-first brands are experiencing revenue growth of dizzying proportions. 🍰 97% of the top 30 brands reported revenue growth, with well over half seeing gains in the double-digits. Put simply, being entertaining pays. By earning attention, instead of buying it, brands are building an army of fans willing to share their stories, making their marketing 10x more effective. So what will it be? Entertain, or die? Download the report 👉 https://hubs.li/Q03cf8Mm0 

Welcoming Turo to the Track team 🚗 We're beyond stoked to partner with peer-to-peer car-sharing company Turo to track their brand across all priority markets and give their team a unified, accessible way to measure and build their brand. Turo is based out of San Francisco and expanded to Australia in 2022. It also recently announced a global partnership with Uber where vehicles can be booked via their app. "We’re obsessed with helping modern brands build iconic, enduring businesses – so partnering with Turo is a dream come true. Matt Kerbel from Turo and I both see ourselves as challenger brands, reshaping legacy industries with modern, accessible, and customer-centric solutions," Tracksuit Co-Founder and Co-CEO Matthew Herbert says. "Turo is exactly the kind of brand we built Tracksuit for. Just like Turo, Tracksuit is still early on in its mission with so much room to grow, constantly evolving to deliver even more value to brands. We’re thrilled to have Matt and the Turo team help shape the future of Tracksuit and brand measurement — and we can’t wait to grow together." Let's go! 🚀

Babe, wake up. Our Entertain or Die 2.0 report with Small World just dropped 😮💨 We surveyed 20K respondents to pull together this first of its kind research, which proves why and how brands with an entertainment first proposition are winning when it comes to both engagement, and revenue (think Duolingo, Liquid Death and rhode skin). The report ranks 100 of the biggest and best brands in the world purely on entertainment value. 29 of the top 30 had revenue growth last year, and two thirds of them had double digit growth (the bottom line is their bottom line is exploding 🔥) If you’re a Brand Manager, Marketing Director or CMO trying to prove the ROI of entertainment through brand building, then this report is for you. Brand growth equals business growth, and we've got the data to back it up. An epic collaboration from Dan Salkey 🇺🇦, Leanne Tomasevic and Dan Fleming 🙌 To grab your copy, of the report, head to Dan Salkey 🇺🇦's latest Linkedin post.

Incoming... 🔥 👀 We're absolutely fizzing to have teamed up with our mates at Small World on Entertain or Die: a ranking of 100 of the best brands in the world, measuring how effectively these brands create and sustain entertainment value. This research will be unveiled for the first time at SXSW on a panel with a star-studded line-up of speakers: 🦉 James Kuczynski, Global Creative Director @ Duolingo. 💀 Daniel Murphy, SVP Marketing @ Liquid Death. 🌎 Sadia Noor, Creative Partner @ Small World. The panel will be led by Uncensored CMO host Jon Evans. If you're on the ground in Texas next week, get around it! Monday 10th March, 2:30 pm CT. If you want to snag an invite to an exclusive session with all of the speakers, drop us a DM or email SXSW@meetsmallworld.com and we'll see what we can do 👋 Otherwise, keep your eyes peeled for the full report launching next week (it's a goodie.)

Hi! Jean here, a Content Manager at Tracksuit 👋 I wrote a story last October about how Nike's brand health was following in the footsteps of its stock prices and revenue – that is, all its funnel metrics were on a pretty bad downturn. (Think: 6% decrease in Preference, yikes!) Here's a video of me walking you through Nike's dashboard to see how I pulled the data and what it all looks like in there. The simplicity of the dash makes the job easy for me, tbh. Since the story was published, Nike's got a new CEO and has seriously ramped up its brand building (Nike x SKIMS, anyone?), so I'm sure we'll be making another visit to check in on how that's changed the metrics. You can also read the full story below in the comments 🔗

File under: what we're talking about this week 🗣️ It’s not often that a cultural figure passes over to the other side, only to heroically revive from the ashes. For Gen Z’s and Millennials, this twice in a Gregorian calendar event comes in the form of an extremely unhinged owl, down bad at the hands of a Cybertruck. Yep, we’re talking about Duolingo, and according to Tracksuit data, killing off your brand mascot might just be the ticket to taking out competitors in your category. Currently, Duolingo sits above the competitor average across all brand metrics in the Online Learning Platform category in the US. With the online learning category on the rise overall, Duolingo’s rise in preference between Feb '24 and Jan '25 suggests they are capturing this growth and moving their customers down the funnel from awareness to action (likely by threatening them to practice daily, or else). This week in Shorts, we go deep on the ‘lingo lore. Subscribe now to get the newsletter direct to your inbox tomorrow morning 👇https://lnkd.in/gnkH-fcd

How Movember moved beyond the moustache 🚀 Thanks to years of viral campaigns, Movember has made November synonymous with the moustache. The only problem? 95% of their donations were still from a single month. Using Tracksuit data to dig deep on their public perception, Movember has shifted their brand association from the ‘stache that made them famous to drill down on their ample, year-round healthcare projects. Enter: ‘The Real Face of Men’s Health' – a targeted, insights-backed campaign that highlights the nonprofit’s role as an always-on force for change. By expanding their community to include the families, friends and communities of men, Movember is clocking up big wins with a new audience – women in the UK. Among this group, awareness is up by nine-percentage-points between Jun ‘24 and Oct ‘24. Swipe to see how Movember says winning, or read the full story 👇 https://lnkd.in/gsNrzGVv

Allevia is clearing noses in the UK 🤧 From March '24 to Dec '24, allergy relievers Allevia grew 8-percentage-points to reach a rosy 29%. Consideration also grew from 13% to 18%, while preference went from 5% to 9%. It's still lagging behind the heavy hitters in the category, including Benadryl and Clarityn. And if you're wondering what could be setting these antihistamines apart: people view Allevia as "trendy" and "cool", while Clarityn is more "familiar" and "established". Clearly, brand matters, even with the medicine you take to tackle your hayfever.

Which dating app comes up on top? 🥇 With Valentine's Day right around the corner, we've got love on the brain – or, for those of us not in relationships... dating apps on the brain. For years, we’ve seen a cultural shift in attitudes towards dating apps as people become disillusioned with the failures they’ve faced on them. Dating app downloads have fallen 50 million users between 2019 to 2024. And, financially, in the last year alone, Bumble’s share price has gone down 45%. Recently, we've seen campaigns from Tinder, Bumble and Hinge all highlighting how their apps facilitate real, human connection – and aren't just for meaningless hookups. However, what does the data say? 💋 Tinder has 86% brand awareness, compared to Bumble's 66% and Hinge's 45%. 💖 From Jan '24 to Dec '24, Tinder's Preference has increased 4% from 25% to 29%. 🌹 Tinder has the highest rate of conversion between Awareness to Consideration and Consideration to Preference (58%). 💐 While Bumble's awareness has increased 8% over 2024, none of it's other metrics have moved, so while more people have heard of the brand, this hasn't converted. We dive real deep in our new story, link in comments below. 🔗