For the first time ever, the World Cup will overlap with the holiday season, creating a unique opportunity for brands to turn football fans into festive shoppers. And, as women are often key holiday season spenders, marketers can maximize the impact of both World Cup and holiday campaigns by focusing on reaching and connecting with female fan bases.
As consumers, women are gaining influence and increasing their buying power—women accounted for an estimated $31.8 trillion in global consumer spending in 2019, and direct 83% of all consumption in the U.S., in buying power and influence despite being only half of the population. Women also started to outpace men in retail spending during the holidays, both online and in stores. Nielsen Scarborough data found that 81% of U.S. female consumers shopped online in Q4 of 2021, up 9.5% from Q4 2019, while male consumer online shopping was up 6.7% over the same period.
And while more men watch football than women overall, women’s interest in the World Cup dwarfs all other major international football competitions, and women currently make up 37% of all global football fans.
To deepen engagement with these sports fans, female-inclusive advertising is key, but many brands are missing the mark when it comes to representation in their sports ads. An analysis of Super Bowl LVI ads leveraging Nielsen Ad Intel dan Pudding.ai, for example, found that only 30% of the ads during the game featured women in the creative. This lags behind the overall representation in U.S. TV content of 43%, according to Analisis Inklusi Gracenote, signaling that advertisers have ground to make up when it comes to creating sports ads that are relevant and engaging for female audiences.
Selain merepresentasikan perempuan secara visual dalam konten dan kreatif, pemasar juga perlu mempertimbangkan di mana uang iklan mereka akan paling efektif berdasarkan saluran. Menurut studi Kepercayaan terhadap Periklanan global Nielsen tahun 2021, baik perempuan maupun laki-laki melihat sponsor merek dalam acara olahraga sebagai saluran ketiga yang paling dipercaya. Dan meskipun pria dan wanita sebagian besar memiliki pandangan yang sama tentang kepercayaan terhadap saluran pemasaran lainnya, influencer marketing memiliki perbedaan terbesar, dengan konsumen wanita menganggap influencer lebih dapat dipercaya sebesar tiga poin persentase.
Considering the trustworthiness from influencer marketing, brands may want to consider combining their team sponsorship and influencer marketing to increase reach and impact for campaigns. And this year’s World Cup has a number of player influencers who bring millions in social media value, along with some notable up-and-coming football social media stars who can help brands achieve the most reach and impact for their marketing spend.
Dan para penggemar sepak bola sangat ingin terlibat dan membeli dari merek yang mensponsori tim atau pemain favorit mereka-59% penggemar sepak bola di seluruh dunia akan memilih produk sponsor daripada produk saingan jika harganya sama, dan 67% penggemar sepak bola berpikir bahwa merek akan lebih menarik jika berpartisipasi dalam sponsorship olahraga.
Dalam hal mendorong tindakan, promosi dari mulut ke mulut adalah yang paling berpengaruh di kalangan konsumen wanita secara global (89% selalu atau kadang-kadang mengambil tindakan), tetapi wanita juga lebih cenderung mengambil tindakan dari situs web bermerek (81%), iklan televisi (78%), pemberi pengaruh (74%), dan sponsor olahraga (70%).
Combine the high level of trust sports sponsorships have with the correlation between sponsorship and consumer action and shopping trends, and brands have plenty to gain from attracting female fans. A recent analysis of 100 sponsorships between 2020 and 2021 in seven markets across 20 industries, Nielsen found that the sponsorships drove an average 10% lift in purchase intent among the exposed fanbase.
Dengan hampir dua pertiga dari total populasi dunia diperkirakan akan menonton Piala Dunia selama sebulan penuh, satu miliar lebih penggemar wanita akan menyaksikan aksi - dan iklan - baik di lapangan maupun di luar lapangan. Merek-merek yang ingin memanfaatkan konvergensi Piala Dunia dan musim liburan membutuhkan data yang akan membantu mereka mengidentifikasi saluran dan talenta yang tepat untuk mengubah para penggemar sepak bola wanita menjadi pembeli setia.
Catatan:
- Lab Data Dunia, 2020
- Morgan Stanley, 2019
