POWERADE UK: audience development

THE CHALLENGE

Powerade had globally developed audience research and segmentation, but needed to ground it in real UK football culture to inform how the brand could attract and recruit their design target through its Premier League partnership.

THE STRATEGIC MOVE

Refresh the existing audience profile through the lens of UK football culture, identifying the different types of people playing the game and the shared motivations Powerade could credibly activate around.

THE WORK

I designed and ran quantitative and qualitative fan research with UK footballers to build a more culturally specific view of the audience.

The work expanded the existing segmentation into sharper audience subsets, from aspiring pros and semi-pros to weekend warriors and Powerleague/Goals social players. It identified the nuances between these groups, while also highlighting the common behaviours, needs and motivations that could help Powerade reach them through its EPL partnership.

The refreshed segmentation informed audience targeting, campaign strategy and creative development for the brand’s Premier League activation.

THE OUTPUT

Refreshed Powerade’s UK segmentation and translated audience insight into EPL campaign strategy, targeting and creative guidance.

THE ROLE I PLAYED

Led the research design, audience segmentation, insight development and EPL activation strategy, working with creative teams to develop campaign territories and transaction mechanics.