FAN INTELLIGENCE THE ACTIVIST ISSUE ISSUE 3
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Th i s issue Welcome to the latest edition of Fan IntelligenceTM , Ear to the Ground’s run down of the trends, movements and shifts in fan culture that should be on your radar. At Ear to the Ground we know that sport and music is vital to how fans express their identity. Lately we’ve also noticed a trend among brands and rights holders taking inspiration from sport and music to take a more purpose-driven stance in a world that seems to have gone mad. So for this issue, we’ve picked out five examples of how brands and rights holders are supporting causes that are close to their fans’ hearts. From creating unique identities in women’s football to streaming services helping fans express their individuality, here’s how music and sport is being used to fight the power in 2017.
#1 The Netherlands’ royal crest changes gender for women’s national football team Those who watched this summer’s UEFA Women’s Euro 2017 might have noticed a subtle change to the crest of eventual champions, the Netherlands. In a bold move, the Dutch national women’s team revealed the badge would feature a lioness instead of a lion, altering the royal crest for the first time in 46 years. A strong statement on the accelerating growth of women’s football in Europe, it’s hoped that the new team badge will give female football fans and players an identity of their own to rally around. O u r v i ew
Fandom in Women’s football continues to grow in Europe and beyond, yet few teams have broken away from the male identities of their parent clubs and governing bodies. We expect to see more women’s teams, both at club and national level, starting to assert their independence through identities and brands that are unique to them.
#2 Refinery29 and adidas create personalised sneakers for every US state Women’s publisher Refinery29 has partnered with adidas to create UltraBOOST X, a sneaker collection that make a visual nod to states in the US. Partnering with 10 female designers, the collection has been commissioned to celebrate the diversity of all 50 states, as well as the creativity of female artists and activists. All sales proceeds from the collection will go to Women Win, a charity that leverages the power of sport to build girls’ leadership and help communities. O u r v i ew
It’s fair to say that the USA is a far from harmonious place right now, especially when it comes to women’s rights. It’s a small gesture but adidas and Refinery29 have tapped into a desire from their fans for both unity and freedom of expression, reminding US citizens to celebrate their differences rather than let them get between them.
#3 Spotify launches “I’m With the Banned” musical movement Emerging artists Pusha T, Desiigner, X Ambassadors and more will be featured in a documentary series created and hosted by Spotify, pairing them with artists from the six countries affected by Donald Trump’s travel ban to collaborate on original music. Designed to “amplify the voices of people and communities that have been silenced” by the ban, the full-length documentary will debut in autumn. O u r v i ew
Spotify know that music taste is an expression of not only individuality but also solidarity. With this activation, they’ve not only drawn a line in the sand with the rest of the tech community against Trump, but are helping their users to assert their solidarity through their music taste.
#4 The Big Issue and Southampton Football Club launch partnership Southampton Football Club have entered into a partnership with UK homelessness charity and publisher The Big Issue. As part of the new deal, homeless Big Issue sellers will be able to enrol in an 8-week employability programme run by the Saints Foundation, with a chance of gaining a job at the Premier League club. The first issue was distributed at the club’s first game of the season against Swansea on August 12th. O u r v i ew
Southampton are fast becoming everyone’s second favourite football club. With football fans fast becoming disillusioned by astronomical wages and transfer fees, a small, tangible gesture like this goes a long way in cementing their status as the Premier League’s most community-driven club.
Image © Matt Watson / Southampton FC
#5 Deezer ’s “Dare to Discover ” challenges musical stereotypes Streaming service Deezer has released a documentary series featuring Harnaam Kaur, AKA “The Bearded Dame”, where the body confidence activist interviews artists that have informed her outlook on life and activism. The series challenges traditional stereotypes and identities, premiering with Kaur herself, who introduces us to new artists that she feels defy expectations. O u r v i ew
Deezer have chosen a different tack to Spotify, helping fans to express their individuality through their music taste. Championing the diverse and unexpected, Deezer are galvanising their users to find artists and creatives that celebrate their differences and embrace change through music.
Key Insights 40%
75%
91%
more views on average for “purpose driven� ads on YouTube compared to non-purpose driven ads.1
of people expect brands to make more of a contribution to their wellbeing and quality of life.2
of people would switch brands to one that participates in cause marketing.3
Jack Ward, Creative Strategist While purpose-driven communications might seem like a fad, supporting the causes that fans actually care about is absolutely vital when seeking to create a long-term connection with sport and music. Much more than everyday consumers, sport and music fans desire a greater social commitment from brands and rights holders to preserve the integrity of their favourite passions. At Fanatic, we’re constantly trying to understand the big changes in society that are impacting the ways fans engage with sport and music to find opportunities for brands and rights holders to do well by doing good. 1. https://www.thinkwithgoogle.com/advertising-channels/video/cause-related-marketing-purpose-driven-ads/ 2. http://www.meaningful-brands.com/en 3. https://exchange.cim.co.uk/blog/for-the-greater-good-profitable-partnerships/
What you can do about it When it comes to taking bolder stances, there’s a fine line between doing the right thing and completely missing the mark by appearing too worthy - or worse - patronising. We’ve set out three simple rules for brands and rights holders to apply when supporting causes that align to their fans’ values: 1/ Find out what matters to your fans: Learn about the causes that are moving them and what they care about deeply to see how you can support or nurture them. 2/ Have a point of view: Discover what it is that inspires your brand or organisation to do more and find a way to tell that story to your fans. 3/ Help your fans express themselves: Help fans to express their personalities and their beliefs rather than telling them what they should be doing and thinking.
About Fan Intelligence
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Fan IntelligenceTM is the monthly trends report from Ear to the Ground’s Strategic Planning and Insight department, Fanatic; helping you to understand the forces that are moving fans in sport, music and beyond. From academic research to tracking rituals, dress codes and language our aim is to understand fan psychology better than anyone else. We feed this insight into our creative team to create great campaigns that achieve our client goals. If you'd like to find out more about how we can get your brand or organisation closer to sport and music fans, email katrenshaw@eartotheground.org