Why earlier fan input is the secret to sponsorship success
When marketers invest in sponsorship ads, they’re betting that fans’ affinity for the main event will rub off on their brand. But Ipsos research on advertising effectiveness offers ample evidence that ads need relatability and authenticity to convert that attention to connection.
The only way to ensure these values are present in the final product is to make sure they’re there before creative development. But all too often, brands and agencies cobble together old research, secondary sources and educated guesses to draft their briefs.
Instead, strategy development and assessment tools like Ipsos’ Creative Fuel can bring internal and external audiences into the earliest stages of that process, ensuring marketers have an authentic understanding of how to connect with fans from day one.
By giving target audiences a voice in these foundational conversations, marketers can get off on the right foot with campaign briefs that reflect meaningful connections between fans and brands and lead to more effective advertising.
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