The NFL actively draws in dedicated fanatics, creates enthralled spectators and engages the bystander. NFL sponsors recognize the awareness and loyalty that an NFL association brings and the potential to grow users, but they don’t always know how to leverage that affinity at retail. What happens when budgets don’t allow for NFL sized activation? P&G’s grocery channel has developed formulas to engage the relevant NFL fan base on a market-by-market basis, which translates to shopper action. Focusing on local NFL teams, leveraging local NFL players and developing customized in-store and digital solutions, P&G has been able to capture the attention of shoppers and translate their NFL fandom into sales and category growth for their retail partners. Attendees will hear:
- How to leverage a national brand sponsorship at a local level to drive sales.
- Examples of making the NFL relevant to “non-traditional” audiences, including U.S. Hispanics and women.
- Examples of leveraging retail partner assets, including social media to support activation.