Understanding the Target Audience

A leading sports drink brand came to us to illuminate the attitudes and lifestyles of fitness enthusiasts so they could connect with their audience on a deeper human level.

Our client wanted to learn how to succinctly articulate the differences between its target segments, debunk any myths or stereotypes associated with them, and then teach the internal team how to quickly and efficiently get into their different mindsets.

We led two half-day immersions with three core segments to explore each audience and understand how sports nutrition played out in their lives. The first immersion focused on a group ‘show and tell’ dynamic, whilst the second deep-dived into individuals from each segment.

The Sound then produced sizzle films for each segment, as well as an overarching takeaway video which weaved together footage from the immersions and home-video diaries, to breathe life into the segments and make them more tangible to the team.

We learned that in order to build empathy and loyalty, the brand needed to play the long game and invest in relationships with its audience not once, but over a lifetime as people age and their attitudes and behaviors evolve.