Illustrative engagement. A representative scenario showing how we approach this kind of work in sport. It does not describe a specific client; outcomes are described qualitatively.
Industry overview
What is shaping sport
Sport connects leagues, clubs, brands and fitness businesses with fans and participants. Engagement, sponsorship value and participation trends shape investment.
- Fans follow sport across TV, streaming and social
- Sponsors want measurable value
- Fitness participation is growing in cities
Client background
A sportswear brand, working in India. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- A sportswear brand
- Sector
- Sport
- Team engaged
- Digital Marketing
- Services
- Social media marketing, Influencer marketing
Client challenge
The brand wanted to connect with young athletes.
Research objectives
- Deliver on the brief: social campaign for a sports brand.
- Set measurable targets and a tracking baseline before launch.
- Improve results through structured testing, reported in plain language.
Target audience
Scope: Campaign.
Audiences we typically reach in sport
Fans and viewersPlayers and participantsSponsorsGym and fitness membersParents of young athletes
Geographic coverage
Coverage: India. Market: India.
- India
Research methodology
A test-and-learn programme: a clear baseline, focused campaigns and weekly optimisation against agreed targets.
- 1Brief
- 2Athlete content
- 3Insight
We partnered with grassroots athletes and created training content.
Social media marketingInfluencer marketing
Sampling strategy
- Audiences were defined from the client's customer data and platform targeting, with test and control groups where possible.
Data collection
- Campaign, website and CRM data were tracked daily through analytics and ad platforms.
Data quality & validation
- Conversion tracking tested end to end
- Consistent UTM tagging on every link
- Numbers reconciled between ad platforms and analytics
- Two-person check before anything goes live
Data analysis
- Funnel analysis from impression to lead or sale
- A/B test results on creatives, keywords and pages
- Channel and campaign attribution
Key findings
- Authentic athletes inspire.
Recommendations
- Build on the core insight: authentic athletes inspire.
- Keep testing creatives, keywords and landing pages against the new baseline.
Business impact
- Engagement grew among young athletes.
Impact is described qualitatively.
Deliverables & next steps
- Campaign assets and landing pages
- Monthly performance report
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: who are the fans, and how do they engage?