CRANT’s Post

5️⃣ things we learned from our recent white paper in partnership with CRANT ⬇️ 1. Female racing drivers are underutilised brand assets 🏁 Our report highlighted that despite the odds, female racing drivers like Bianca Bustamante and Jamie Chadwick are outperforming big-name F1 sponsors like Heineken and Salesforce in engagement! 2. Partnerships with female drivers boost brand love 💚 Partnering with female drivers can significantly boost a brand's "brand love" metric and drive business success. WANDR saw a 50% increase after teaming up with Tatiana Calderon, and Charlotte Tilbury Beauty enjoyed a 13.3% uplift by sponsoring the F1 Academy, an all-female driver series. 3. Authentic female driver narratives drive engagement 📈 Research shows that audiences engage more with content focused on themes like gender, sexual identity, and race & ethnicity compared to innovation-centric narratives. AVL RACETECH improved its brand love and DEI profile by showcasing female drivers' journeys and achievements through partnerships. 4. Female motorsport fans are a prime audience 🏎️ The report reveals that female motorsport fans are approximately 10 years younger than male fans and 70% more likely to engage with digital content, making them a valuable target audience for brands. Additionally, 56% of female fans surveyed were more likely to purchase from companies sponsoring women. 5. Brand overlooking gender narratives miss engagement opportunities 👀 The report highlights that many established Formula 1 brands overlook compelling narratives around gender, sexual identity, and race & ethnicity, instead opting to focus primarily on innovation themes. However, data shows audiences engage more with the former type of content, presenting an opportunity for brands to cultivate deeper connections. 🔗 Read more of our findings here https://lnkd.in/ecYr3C6A Full report can be found here: https://lnkd.in/edFuxXrB #MoreThanEqual #Crant #InkLantern #UnpredatorMarketing 

Assumptions don't make revenue..facts do..Women will be a big dynamic motorsports marketing in the near future if not already..engaging them with a specific, value added plan should be a daily focus for your brand and your team. #MotorsportsMarketing #WomenInSports

Women drive the majority of consumer spending, and watch motorsport. (I've got plenty of data) For years, motorsport has been perceived as a male-dominated space, but numbers tell a different story. Women have always been there as fans. Young female fans are now rapidly growing, driven by relatable: - Influential presence on social platforms. - Content that speaks directly to them. - More representation in general. - Gen Z athletes. Numbers tell a interesting story: 👉 Out of over 500M global F1 fans, 41% are now women. 👉 The average age of a F1 fan is just 32. 👉 New female fan growth in F1 surged from 10% in 2017 to 45% by 2021. 👉 In MotoGP, women are the fastest-growing demographic. 👉 37% of NASCAR fans are female.  (In 2024 alone, NASCAR’s first 5 races drew over 4M viewers each, with Daytona peaking at nearly 6M) Take a look at any racetrack... You’ll see stands packed with enthusiastic female fans. Why? Because the industry has started to show them and amplify diverse female voices in ways never seen before. After more than 2 decades in motorsport, I’ve witnessed this transformation firsthand. ***** But let’s talk business. Women’s economic influence is enormous and continues to grow 📈 Women drive the majority of consumer spending: 💰 By 2028, women will own 75% of the discretionary spend, making them the world’s greatest influencers (Nielsen). In motorsport, this translates into significant commercial opportunities that many brands have overlooked far too long. For those ready to venture into this uncharted territory, the rewards extend beyond exposure. They’ll capture the loyalty of a rapidly expanding fanbase that love the sport. Any other misconception about motorsport you'd like me to talk about? P.S Shocking truth: women have started watching motorsport before F1 Academy... #MotorSport #Formula1 #FemaleFans *sources (Salesforce, F1, Dorna, Nascar, Nielsen)

Number of big brands sponsoring women's pro sports is growing… - but they still underestimate another mighty force...women fans - Brands are recognising the commercial power of female athletes. And I am here for it, totally. But… Female fan bases, their voices, their needs, insights and their experiences are still sidelined. It isn't just about the pro athletes anymore, male and female. It's about the fans around them. Take Nike’s 2023 faux par by not releasing Mary Earps’ England Goalkeeper jersey for sale during the Women’s Euros…. The uproar was palpable… the fans spoke, and (eventually) Nike listened. Behind sport, there's a powerful force brands are not leveraging enough: → 𝗳𝗮𝗻𝘀, 𝘀𝗽𝗲𝗰𝗶𝗳𝗶𝗰𝗮𝗹𝗹𝘆, 𝗳𝗲𝗺𝗮𝗹𝗲 𝗳𝗮𝗻𝘀. The next phase for sport properties to widen their audience? Show women fans more. We are there: - Women in the stands - Women buying tickets - Women watching from home - Women buying merchandise (mainly made for men)  - Women commenting the races - Women being asked for comments - Women holding clever and funny signs - Women creating content on social media - Women leading the conversation on blogs & podcasts ... Show them more. Why? → 𝗕𝗲𝗰𝗮𝘂𝘀𝗲 𝗿𝗲𝗽𝗿𝗲𝘀𝗲𝗻𝘁𝗮𝘁𝗶𝗼𝗻 𝗶𝗻𝘀𝗽𝗶𝗿𝗲𝘀 𝗽𝗮𝗿𝘁𝗶𝗰𝗶𝗽𝗮𝘁𝗶𝗼𝗻. Seeing women not just as pro athletes but as enthusiastic, integral part of the sporting community... It normalises women's presence in all aspects of sports, from the field to the fandom. ------- The message? ↳ 𝘀𝗽𝗼𝗿𝘁𝘀 𝗮𝗿𝗲 𝗳𝗼𝗿 𝗲𝘃𝗲𝗿𝘆𝗼𝗻𝗲, 𝗮𝗻𝗱 𝘆𝗼𝘂𝗿 𝗽𝗮𝘀𝘀𝗶𝗼𝗻, 𝗻𝗼𝘁 𝗷𝘂𝘀𝘁 𝘆𝗼𝘂𝗿 𝗮𝘁𝗵𝗹𝗲𝘁𝗶𝗰𝗶𝘀𝗺, 𝗺𝗮𝗸𝗲𝘀 𝘆𝗼𝘂 𝗽𝗮𝗿𝘁 𝗼𝗳 𝘁𝗵𝗶𝘀 𝘄𝗼𝗿𝗹𝗱. Sports properties, teams, brands, media... it's time to widen your focus 🔊 As we are there, watching and supporting. P.S. In the pic just a tiny representation of women in motorsport... Are you one of them or a motorsport fan? 👋 P.P.S Being a woman doesn't mean that we watch just women's sport... #motorsport #womenfans

One of my favorite campaigns recently for multiple reasons. 1. The messaging and branding cohesiveness along with beautiful imagery nails this for me. 2. The product isn’t the focus, the people are. The product is secondary. 3. Multiple channels with excellence. How can your company or business take a page from this campaigns playbook for your marketing? Not sure? Check out the folks Marketwake they can probably help!

In an industry that typically underserves women, Yamaha looked to change the narrative with a new and engaging campaign: Women Run the Water. Yamaha sought the expertise of Marketwake to develop and execute a comprehensive strategy that would optimize budget allocation, intending to increase brand awareness and grow brand loyalty among women. Here are the results: ▶ +4.6% brand consideration lift campaign-wide ▶ +4.7% lift in brand consideration for females ▶ +13.7% lift in brand consideration for ages 25-44 Read more about how Marketwake helped Yamaha reach their ultimate goals here: https://lnkd.in/dKGzxRxZ #marketwake #growthmarketing #digitalmarketing #makeyourmark #paidads #campaign #performancemarketing Yamaha WaterCraft Yamaha Motor Corporation, USA

Did you know that pink was considered a boy's colour and blue a girl’s? Then in 1950 it changed... Because of advertising. (always us, the marketers) Prior to 1950: 💙 👧 Blue had long been associated as a feminine colour 💖 👶 Pink was seen as a kind of boyish version of the masculine colour red (=strength and courage, traits traditionally associated with men) Wild right? Gavin Evans wrote a book on the story of colour. In 1950 there was a big advertising campaign by many agencies imposing pink as an exclusively feminine colour. The societal change came very quickly at that point. And now, in 2024, there is still an idea that anything female related has to be pink, barbie-ish... In motorsport and in many other sectors where women are represented. It is done with a heavy dose of ‘pink’. Don't get me wrong, I like pink. But isn't there something more sophisticated? Something different that can be done? Aside from... Female brands=pink cars Female drivers=pink cars If I was advising a ‘female’ centric brand wanting to capitalise on the growing female motorsport audience… I would treat them in the same way I treat any other brand, maybe bolder. Female brands in motorsport mktg can be credible in any other colour. What you should be focusing on is: - Selecting team/driver aligned with your objectives/values - Strategic and clever logo placement - Creation of contents for story telling - Engaging and unique promotional activities - Credible and diverse brand ambassadors - Creative activations on/off line - Special edition kit And much more... ---------- So again… I'm calling to you female brands (in any sector, not just beauty). 𝗗𝗼 𝗶𝘁. 𝗕𝘂𝘁 𝗱𝗼 𝗶𝘁 𝗱𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝘁𝗹𝘆. There is huge untapped potential of women following motorsport as fans. Let's go and engage with them in a non stereotypical way. Be bold. ---------- P.S Shall we go back to blue? Or stick with pink as it represents strength and courage 🤔 #motorsport

"You break it, you own it." That's Nike whispering into the zeitgeist with their latest nod to Caitlin Clark's mind-blowing leap into sports lore. This #ad isn't just another flashy shout into the void; it's a smooth, cool acknowledgment of what it means to truly excel and claim your spot at the top. With these six words, Nike initiates a conversation, artfully blending ambition with ownership—a masterclass in brevity and wit. This isn't just marketing; it's storytelling with a purpose. These words echo far beyond the basketball court. They capture a message of empowerment, achievement, and ownership that transcends sports. As someone deeply invested in the intersections of sports, #marketing, and social change -- this moment is not just exhilarating for me but profoundly significant. Caitlin Clark's achievement and Nike's recognition of it through their beautiful ad campaign offer us such a cool window into the evolving dynamics of women's sports and its portrayal in media. It's a rallying cry for athletes everywhere, especially women, to push beyond limits and stake their claim. This message, coming from a global brand like Nike, amplifies the importance of recognizing and celebrating women's achievements in sports. Celebrating Clark's achievement, Nike continues to champion the narrative of breaking barriers, not just in sports, but in society at large. It sets a benchmark for how brands can and should engage with women's sports, recognizing its growing market and societal importance. Caitlin Clark's story, amplified by Nike's campaign, is likely to inspire the next generation of female athletes. It's a pivotal moment that could shift how brands engage with women's sports, signaling a move towards more equitable representation and investment; I'm so thrilled to have been able to witness it. Excited for what's to come in women's sports and the media covering it. #advertising #Nike #media

🌟 Nike’s new campaign featuring Serena Williams, "Dream Crazier," is nothing short of phenomenal! As a marketing professional and someone passionate about impactful advertising, I must say this campaign gave me chills. It stands out as one of the most inspiring and powerful pieces I’ve seen in a long time. This campaign goes beyond addressing gender inequality in sports; it delivers a universal message for all women. Serena’s words resonate deeply: "If we show emotion, we're called dramatic. If we want to play against men, we're nuts. And if we dream of equal opportunity? Delusional. When we stand for something, we're unhinged. When we're too good, there's something wrong with us. And if we get angry, we're hysterical, or irrational, or just being crazy." Serena ends with the empowering line, "So if they want to call you crazy, show them what crazy can do." ***Chills*** The ad also showcases incredible achievements by women athletes like Chloe Kim, Ibtihaj Muhammad, and Serena Williams herself, highlighting their groundbreaking accomplishments. “A woman running a marathon was crazy. A woman boxing was crazy. A woman dunking? Crazy. Coaching an NBA team? Crazy. Competing in a hijab, changing her sport, landing a Frontside Double Cork 1080, or winning 23 Grand Slams, having a baby, and coming back for more? Crazy. Crazy. Crazy. Crazy. And Crazy.” Nike’s message, "It's only crazy until you do it," rings so true for me, especially thinking back on my career and personal milestones to date, including starting my own marketing agency, Evolare Digital last year and as an equestrian, working up to competing at BE level after a long break from competions. So to all the dreamers out there, #justdoit. 🚀✨ #InspirationalAdvertising #SocialMediaCampaigns #MarketingForGood #Equality #DreamCrazier

Most of your audience doesn't know you yet. That's why the best ads don't sell to you. They → Build your trust   → Show you how they can help solve your problems   → Create a meaningful, lasting connection with you The easiest way to do this for your own brand? Show your audience that you understand them and their challenges. Take Nike’s "Dream Crazier" campaign. Narrated by Serena Williams, it highlighted the power of women athletes to break barriers and inspire generations of sportswomen to pursue their dreams. It really resonated, spreading the hashtag #DreamCrazier and getting tons of responses from female athletes and sports fans. This was one of Nike's most impactful campaigns. It spoke to women's aspirations and challenges, making the brand a key part of their personal journeys. Your message doesn't need to be fancy or complicated. It just needs to create genuine connections with people to keep you top of mind and first in line. So when the time comes to choose those new trainers, you’ll already know which swoosh to choose. ;) #TrustBuilding #ImpactfulMarketing #BrandLoyalty #MarketingTips #BrandHero