Your next steps
Buid a brand community
Lessons from the lions:
As budgets tighten, building connections in online communities will become an important tool for brands. They offer an opportunity to both build your brand and to create a homefor short-term promotional activations
dentify the communities your brand wants to earn the right to participate in. Spend time understanding who engages withthem, their boundaries and where your brand can add value
Under Armour teased the launch of its digital sneaker with a community of basketball fans on Twitter and Discord to build anticipation and exclu sivity. When it did launch, 4.5 million people tried to buy the sneaker and they sold out in a few minutes
Gather insights around what motivates that community and use them to incentivise people to engage with your brand
This activity builds both brand consideration and a place to launch sales spikes campaigns The stronger your presence in a community, the more effective theseactivations will be.
Bring the community into the ideation phase so they feel valued by the brand. Communities are not a place simply to promote products.
Brands are developing creative and innovative ways to engage these diverse and passionate communities to drive growth.
GLO BAL HEADOF MARKETING I RIOT GAMES
If youre in a lower interest category, consider collaborating with existing communities rather than building your own
JURY PRESIDENT ENT ERTAINMENT LONS FORGAMING2023
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