Optimizing with SponsorPulse: Leveraging Trending Data for Success
- July 31, 2024
- SponsorPulse Staff
Brand Category: Consumer Packaged Goods | Objective: Drive awareness with Gen Z across a sponsorship platform.
In an ever-evolving marketplace, brand sponsorship stands as a powerful strategy to connect with target audiences, especially the discerning and influential Gen Z—a generation known for their tech-savviness and strong values.
To truly connect with the generation, brands need precise and actionable insights to guide their investment decisions. This is where SponsorPulse comes into play.
Brand sponsorships are more than just a financial commitment; they're strategic partnerships that align a brand with the interests of its audience. SponsorPulse offers a unique solution to this challenge by collecting, analyzing, and visualizing data that reveals which sponsorships are likely to yield the highest engagement and favorability.
In this article, we’ll explore how to leverage our platform to connect with Gen Z through the lens of a consumer packaged goods (CPG) brand:
Insightful Data for Strategic Decision-Making
For consumer packaged goods brands aiming to build awareness among Gen Z, it's crucial to first identify properties that capture this group’s attention and loyalty. Our data shows that a significant portion of Gen Z, 72%, are engaged with Disney, with 56% interacting weekly. Similarly, Marvel commands attention from 65% of the cohort, with 50% feeling excited about the brand. Another superhero powerhouse, DC Comics, also holds sway—57% engaged, 43% weekly.
These statistics highlight a strong affinity for superhero and entertainment content among Gen Z. Brands like Coca-Cola or Pepsi could harness this insight by launching special edition packaging featuring Marvel or DC characters to coincide with major movie releases or comic book events, tapping into the excitement and boosting product visibility. Coca-Cola’s recent marketing collaboration with Marvel, which showcases characters on limited-edition packaging and integrates augmented reality experiences, is a prime example of how partnerships can captivate this demographic and enhance brand engagement.
Trending Properties and Momentum
Understanding the momentum behind these properties can further inform strategic decision-making. SponsorPulse data reveals that Disney exhibits a 39% momentum among Gen Z, suggesting its influence is only set to grow. Marvel and DC also demonstrate considerable momentum, suggesting sustained or growing interest over the next 12 months. A CPG brand such as Lays or Doritos could capitalize on this trend by timing promotional campaigns or limited-edition flavors with new releases or seasonal peaks in popularity for these franchises. By syncing marketing efforts with the rising momentum of these properties, brands can ensure they remain relevant and engaging to Gen Z, maintaining a strong connective thread with this highly influential consumer base.
These strategies not only cater to their existing preferences, but also position the brands as dynamic and responsive in a competitive market. By leveraging SponsorPulse’s actionable insights, CPG brands can craft targeted, effective sponsorship and marketing strategies that resonate deeply with Gen Z’s values.
Driving Brand Preference through Purpose-Driven Sponsorships
It’s no secret that Gen Z is a purpose-driven cohort, keen on supporting brands that seek to do right by the world. SponsorPulse data underscores this, showing a 28% favorability increase for brands that support Black Lives Matter. Additional causes also resonate well: St. Jude's Children’s Research Hospital and animal welfare enjoy a 25% and 22% favorability score, respectively, with anti-bullying initiatives also at 22%.
This suggests that CPG brands can significantly boost their appeal among Gen Z by sponsoring cause-based properties. For example, a brand like Ben & Jerry's could introduce a new flavor to support animal welfare, with proceeds going to related charities. Alternatively, a company like Colgate could develop a special edition children's toothpaste in partnership with St. Jude’s, with part of the proceeds supporting their pediatric research. These targeted sponsorships can forge deep, authentic connections with Gen Z, who prioritize ethical engagement and social justice.
Connect to Gen Z with SponsorPulse
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