Isentia Conversations: with Helen McMurdo from MTV
In this week’s Isentia Conversations webinar, we chat to MTV’s Senior Director of Marketing and Communications, Helen McMurdo. Helen shares insights learned from MTV’s global “Alone Together” campaign, and ways of communicating with youth audiences during these times. We also share some of the trends we are seeing across social and traditional media from younger audiences.
Isentia’s Ally Garrett talks media trends among youth audiences
4:19 – We know organisations are always keen to understand how to better communicate with younger audiences. In relation to youth audiences, the mainstream media is talking about:
Quality of education and the impact of remote learning – what does this mean for their future? How will it affect school leavers?
Isolation and anxiety – what is the impact of mental health? What are young people’s coping mechanisms during this time?
When will life be normal again? What does the future look like for young people? For everyone
5:44 – Social media platforms are where the majority of youth-focused conversations are taking place, which is normal, there’s just more of it.
We need to be conscious that younger audiences aren’t always focused on younger content. And we need to be aware of the challenges younger audiences are facing such as reduced employment, remote learning, social isolation and some living environments may not be an ideal place for younger people.
6:30 – On a global level, we are seeing an increase in creativity on social media platforms. Various TikTok challenges filmed inside a house are a result of this creativity.
7:04 – It’s important to be aware of content that’s happening outside your bubble – see what other audiences are consuming and what fascinates them. There is a definitive life-cycle of social media platforms, where younger audiences are the first to adopt, older audiences slowly come on board resulting in the platform becoming mainstream, and then younger audiences tend to leave. TikTok is currently moving through this lifecycle.
7:38 – Instagram is the only outlier with these trends as it is used for visual content and its ease of shareability. Instagram introduced direct messages (DM’s) at a critical time, allowing people to share memes and content with each other.
10:00 – For better understanding youth audiences, here are some tips:
Follow influencers and see what they are doing and how they are doing it. Now is a great time to explore different platforms to see what is trending.
Be self aware when engaging with younger people, they will see through you quickly. It’s a time where authenticity and genuine content rings true.
Always consider the appropriateness of your communication or presence on apps such as TikTok.
Look at how brands interact with content creators on YouTube and the significance of these platforms with different industries, for example TikTok and music artists or the relationships with video streaming platforms, Twitch and Mixr video games.
Instagram and YouTube can be easier platforms to access to stay across trending personalities and content ideas.
Use different platforms or conduct research to find influential voices and see if there’s a connection you could make.
Helen McMurdo talks being #AloneTogether
13.05 – MTV recently launched its global campaign #AloneTogether. It was created because of alarming observations in the United States of young people not taking social distancing seriously. The campaign focuses on MTV and its audiences being alone together during the COVID-19 crisis.
13:55 – Being a global campaign, MTV Australia was given the option to localise the content for the Australian market. Global messaging included; ‘Slow the spread of COVID-19. Staying home saves lives.’ and ‘If you have symptoms, stay home!’
The messaging was initially thought to be too direct, instructive and heavy handed for the Australian market. It wasn’t until an incident at Bondi Beach, where tens of thousands of people were found not adhering to social distancing rules that the messaging was thought to be well aligned for Australian audiences.
15:10 – Locally, MTV wanted to deliver positive messages, a sense of connection as well as entertainment to their audience. They wanted to understand and support their audience and as young people are uniquely affected by the COVID-19 crisis – with reductions in working hours, possible unemployment and not living in households they have designed themselves – content was created that covered the full spectrum of informing and entertaining.
16:10 – Since the local launch of the campaign in late March, it has reached 1.1million people through organic social activity. Helen and her team picked up some insights along the way:
1. Be responsible even if you’re a youth brand. The #AloneTogether campaign has brought a lot of positive feedback and celebrity talent involved in the campaign happily used their social platforms to deliver the same instructive and direct messaging used by MTV. Some interesting statistics to support this; according to YPulse research, 60% of Generation Z’s and 45% of millennials think messaging that encourages social distancing is appropriate from brands. Interestingly, younger audiences are more likely to respond to instructive or informative messaging than older audiences and 24% of 13-39 year olds say humorous marketing about coronavirus is appropriate during this time.
2. Stay grounded and keep messaging real and authentic. This is more evident now than ever before. MTV is a brand that is built on celebrities and has re-imagined their own programs during this time. In response, they reworked vintage shows such as Cribbs and made it audience centric instead of celebrity centric.
3. There’s an appetite for nostalgia – content viewing is up for any streaming organisation, yet since February, MTV have seen a dramatic increase in streaming of vintage throwback content including Laguna Beach (x 2 increase), The Hills (x 4 increase), and Geordie Shore (x 3.5 increase).
21:48 – Extending on this nostalgic theme, MTV implemented a daily live digital show called MTV Recess over a 2 week period. Each day, a different celebrity was interviewed at 10:50am (the traditional recess time) and the host and celebrity would eat throwback snacks such as Roll Ups and Maggi Noodles in their own homes. When the ‘school bell’ rang they had to return to ‘class’.
Engaging content involving top celebrity talent has been more achievable during these times because celebrities are home and available and very little preparation was needed to engage and achieve the desired sense of nostalgia.
23:24 – Music is truly having a moment right now.Millennials rate music as their number one coping mechanism to relieve stress. This is above exercise, watching content and talking to friends and family. MTV has seen a huge jump in the consumption of their music television channels across Foxtel, Fetch and Sky.
Some of these channels include general entertainment (reality TV), however music channels are up 75% year on year which is more than the average media consumption across TV but more than the general entertainment channels.
24:27 – This large increase in music has seen MTV launch an App, ‘MTVUnpluggedAtHome’ where sets from international artists are recorded from their homes and shared. Local artists across Australia and New Zealand will follow suit from May 1.
25:36 – In summary, to effectively communicate with younger audiences, it’s about being responsible even, staying grounded, keeping it real, and embracing music.
If you would like to view other Webinar Isentia Conversations: Communicating through Change:
Louise is an experienced content marketing professional who translates Isentia’s marketing strategy into impactful and effective marketing campaigns across multiple channels. As the Content Marketing Specialist for Isentia, Louise enjoys creating informative and engaging content for media and communications professionals.
Drawing from the trajectory of Bluey, a children's TV show that has captivated audiences across the globe, we delve into the realm of reputation management, unravelling the complexities that PR and communications professionals encounter in today's dynamic landscape.
In today's digital era, where people can freely share their opinions about a brand anytime and anywhere, maintaining a positive reputation means protecting your image and meeting the expectations of your audience, by staying aligned with the values of the communities you engage with.
Looking at four years of web search, online news coverage, and Twitter mentions, we uncover why this kids' TV show, grounded in family values, has drawn widespread curiosity. Observing how audiences engage with Bluey content across social platforms, we can see a significant pattern emerging.
Amidst the limelight, how has Bluey navigated scandals and pitfalls while holding to the public's high standards of family-friendly content? The power lies in understanding the needs, interests, and motivations of various community segments. Delving into these aspects, can help proactively sidestep the potential pitfalls encountered during brand reputation management and development, a lesson gleaned from Bluey's journey.
Strategic Balance: Bluey's PR Approach to Family Values Amidst Modern Critique
The program promotes education and emotional development through family-oriented activities, aligning with the brand image of family values in today’s world. However, some viewers have criticised the show for not representing a ‘“typical” modern family. As seen in the data above, some of the biggest blunders involve bullying, body shaming and whether it’s appropriate to mention sensitive issues around pregnancy, toilet talk, and men’s health concerns.
One specific incident being Chilli's decision to pursue a career instead of being a full-time stay-at-home mum which was deemed as mum-shaming by some. The lack of same-sex marriages represented in the show, and its soft approach to disability have also been topics of contention for the show.
Fans have raised concerns about body shaming and the topics of vasectomies,premature births, and miscarriages. Some episodes distributed to the US, UK and even Australia have required editing or complete cancellation altogether, like the episode where the family jokingly uses the term “ooga booga”. The Macquarie Dictionary defines its meaning as “A stereotypical rendering of what the speaker regards to be the language of those deemed by them to be African savages."
Gaining a profound comprehension of the audience and their values empowers brands to craft content that resonates, forming a robust bond with consumers. In an era where consumers readily scrutinise brands for authenticity, often challenging the sincerity of "purpose-driven communications”, this understanding becomes paramount. Such initiatives, without genuine action, risk being seen as mere gestures and unauthentic.
In the face of online scrutiny and media attention, as seen with Bluey's occasional controversies, upholding the essence of an authentic family environment stands as a pivotal commitment. However, a question lingers – does Bluey accurately perceive the nuances of authenticity within the context of a contemporary 21st-century audience?
What goes into the making of brand reputation? – Acknowledging your community
Utilising our sister company Pulsar's audience intelligence platform, we can effectively identify the most active viewer groups within a conversation, like family-oriented music fans within the Bluey topic, and better understand how they integrate or fragment. This knowledge allows for timely and strategic responses to viewer discussions that may impact reputation.
It's important to recognise that Bluey's audience extends beyond just kids; parents and childfree adults are also avid viewers. However, these diverse communities hold varying values and connections that significantly shape the brand's reputation. While Bluey's focus is evidently on family and parenting, it also traverses through themes of relationships, self-image, representation, and emotional intelligence.
The crux lies in how these distinct groups engage with Bluey's content and branding and then interpret and share their perspectives. This dynamic interaction places the reins of reputation management firmly in the hands (or paws) of the brand.
Among these communities, family-oriented fans resonate with Bluey's adventures, sparking discussions that delve into the complexities of parenting. Their connection with the authentic family portrayal is a pivotal element.
On the other side, American LGBTQ+ furries advocate for inclusion and authenticity without gender labels. Young Australian news enthusiasts align themselves with events impacting the show, especially those related to censorship. Meanwhile, the Gen Z segment of student Netflix obsessives enthusiastically binge on the latest TV trends, underscoring the importance of staying current with zeitgeist fandoms.
By comprehending the priorities and dialogues of these diverse groups - as is the case with Bluey - messaging and content can be crafted to uphold positive brand reputation management from the audience's vantage point.
Bluey's Intergenerational Appeal – knowing how your communities perceive you
In the realm of modern public relations, brands are under growing pressure to embrace societal issues and adopt a meaningful purpose. This expectation extends even to children's TV shows, adding a layer of viewer complexity to consider in messaging; the show's messaging has to take into account all viewer group perceptions. And this gets more complex as more groups are identified and their perceptions are categorised.
Although family is the most significant theme for all the viewers listed on the chart above, different communities have distinct priorities. Fans of family-oriented music tend to focus on themes related to learning and education, while younger groups, LGBTQIA+ artists, student Netflix obsessives, prioritise mental health themes. By observing the ‘thickness’ or strength of the connection between audience and theme, we can see how the narrative flows into different audience types.
This prompts a crucial consideration: Is it appropriate to introduce weighty mental health themes to young minds and influence their formative years? While this inquiry is pertinent, it's worth noting that some experts recommend that parents engage with such shows to gain valuable insights into these themes from a child's perspective.
On the other hand, some adults use the show to heal from their own past traumas. While younger generations feel a sense of pride and responsibility when watching it with their younger family members.
Understanding varying perspectives presents a challenge and often carries significant weight in strategic PR decision-making, but by using research, we can observe differences and overlaps among different groups. How different communities engage and share bluey content, highlights the varying ways content can spread, and take on new meaning.
Your reputation changes your brand but how do you respond? “I’m not taking advice from a cartoon dog” – Bandit, Bluey’s Dad (episode 24, season 2)
Although your community and stakeholders can influence your reputation, it's important to remain proactive. In today's digital age, brand values must be adaptable. For example, a scene from the "Exercise" episode was removed due to concerns from viewers, including single childless families, who felt that it could be viewed as fat-shaming and negatively impact viewers.
Additionally, an apology was issued after brand content was released that was seen by viewers as "mum-shaming" Chilli for not being able to spend as much time with her kids as a full-time stay-at-home mum. Viewers disagreed with the brand content's judgmental and outdated portrayal of family roles.
The Heelers aren’t perfect, and they’re not pretending to be
Converting reputation into numerical data makes it clearer and easier to understand and interpret as it's based on input from the communities that shape it. The challenge for Bluey's brand reputation management now is to accurately portray family life in today's social climate and respond to feedback from everyday viewers.
In our constantly evolving world, the standards for children's TV shows are shifting. A carefully planned reputation strategy is crucial for everyone impacted by fluctuating expectations. By analysing what your target stakeholders value and identifying how that’s projected onto your brand, we can measure what was previously unquantifiable.
Reach out to our team for advice on utilising research and monitoring solutions for their reputation management needs.
Keeping up with the Heelers – brand reputation management using insights
Drawing from the trajectory of Bluey, a children’s TV show that has captivated audiences across the globe, we delve into the realm of reputation management, unravelling the complexities that PR and communications professionals encounter in today’s dynamic landscape. In today’s digital era, where people can freely share their opinions about a brand anytime and anywhere, […]
The rising cost of living is not just an issue in Australia but a global concern that affects countless individuals, with people facing the daunting challenge of affording basic necessities while striving to maintain a decent standard of living. It’s a topic that can touch a nerve for many, but it’s also a dynamic conversation that drives the media, public opinion, and individual experiences.
What’s driving the cost of living concerns?
A range of factors are driving the cost of living in Australia, with some having more of an impact than others. Using data from our sister company, Pulsar, inflation (as the overarching issue) is gaining the most media coverage as the price of goods and services continues to increase over time.
The chart also shows the rise in energy costs, interest rates, and housing prices (rent and mortgage prices) as other main drivers for cost of living concerns. As energy prices continue to increase, households are feeling the pinch as their expenses soar. And when it comes to housing, whether it's the skyrocketing rent or the burden of increasing mortgage payments, many individuals and families are finding it increasingly challenging to secure affordable accommodation.
Let’s take a closer look at these topics.
Energy fuels the discussion
Energy sources and prices are hot topics in the media, impacting households, affordability, and vulnerable populations. But a troubling discrepancy emerged in the May 2023 Budget: businesses got more attention than households in energy relief measures. Surprisingly, only 13% of media coverage focused on the struggles faced by individuals, while a whopping 29% centered around the politics and policies of Australian businesses. This raises valid concerns about whether the media is truly addressing the needs of Australian communities.
Sectors feeling the heat of media scrutiny
Media outlets play a crucial role in shaping public opinion and influencing the cost of living. When it comes to specific energy sectors, they have become the subject of intense media scrutiny. Data from our Energy Transition report shows that coal and gas are in the hot seat, with a significant portion of media coverage - 43% for coal and 26% for gas - dedicated to discussing these fossil fuels. This media focus highlights the ongoing conversations surrounding the environmental impact of coal and gas, their contribution to climate change, economic considerations, and the urgent need for policy changes to transition to cleaner energy sources.
Feeling the pinch
The cost of living crisis goes beyond numbers; it’s intertwined with the housing market and interest rates. Escalating housing costs, fueled by rising prices and interest rates, can put immense strain on household budgets, leading to financial stress and widening economic inequality.
But the conversation doesn't stop there. The story behind the data is clear: the cost of living is an issue that affects us all, and the media plays a crucial role in shaping and amplifying the conversation. Google searches and social media activity reflect people’s ongoing concern about the weight of living expenses, especially around RBA announcements. Anxiety emerges as a dominant theme, with a staggering 93% of media coverage highlighting the keyword.
Data from the Australian Bureau of Statistics shows living costs have reached an all-time high. Over the past 12 months, all living cost indices have risen between 7.1 percent and 9.6 percent for all households, compared to a 7 percent annual increase in inflation.
The difference largely stems from living cost indices taking into account mortgage interest charges. Housing and interest rates have been the largest contributors to the rise in the cost of living, with home owners feeling the pinch from rising mortgage payments and renters feeling the brunt of it. According to the RBA, the average mortgage size in Australia has increased by 38% in the past decade. According to Pulsar data, unsurprisingly, 84% of Australians are left feeling sad about the cost of living.
Influential figures shaping the conversation
Data from the Pulsar Platform gives a visual snapshot of how several Australian and foreign individuals and groups are influencing the conversation, including politicians, economists, consumer advocacy groups, and business owners.
Unsurprisingly, the Australian Labor Party (ALP) holds significant influence when it comes to shaping the cost of living conversation in Australia’s political landscape. As the governing body in Australian Parliament, their policies and initiatives subjectively bear the everyday Australian in mind, aiming to tackle the affordability challenges that many face. The ALP resonates with citizens worried about rising living costs due to its focus on income inequality, social justice, and fair economic policies. But are they doing enough?
Treasurer Jim Chalmers, along with other influential ALP members including Prime Minister Anthony Albanese, Chris Bowen, and Mick de Brenni, are leading the conversation in an effort to alleviate living expenses and promote income growth. Despite their desire to achieve these outcomes, the public outcry on Twitter shows the frustration Australians are feeling. The Prime Minister and Treasurer are in the firing line, with the public urging more action on the cost of living crisis.
How media intelligence can help you navigate the cost of living
Advocacy efforts can be significantly enhanced through the use of social listening and media monitoring. These tools allow you to effectively navigate the dynamic narratives surrounding the cost of living. By tailoring your advocacy approach, you can foster a more equitable and sustainable solution that brings positive change to communities and influences public opinion.
Additionally, by staying well-informed about the ongoing public discourse and trending discussions related to the cost of living, you can develop compelling communication strategies that effectively inform and engage your stakeholders.
Curious about how media intelligence can enhance your communication strategies to connect with your audience? Request a demo here, and our expert team will reach out to help you develop your communication strategies.
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string(19) "2023-09-20 02:16:59"
string(19) "2023-09-20 02:16:59"
The Story Behind the Data: Navigating the Cost of Living
The rising cost of living is not just an issue in Australia but a global concern that affects countless individuals. Within our shores, people are facing the daunting challenge of affording basic necessities while striving to maintain a decent standard of living. It’s a topic that can touch a nerve for many, but it’s also a dynamic conversation that drives the media, public opinion, and individual experiences.
Organisations today face the challenge of balancing business goals and environmental, social, and governance (ESG) responsibilities amidst growing sustainability awareness and social media misinformation.
PR and communications professionals are instrumental in this process, developing and executing effective communication strategies for ESG initiatives. They also play a pivotal role in ensuring ESG communications are authentic, transparent, and in line with organisational values and actions.
Who’s driving the ESG conversation?
Using media intelligence, you can learn who is driving the ESG conversation, allowing you to better understand the motivations, perspectives, and influences that should shape ESG initiatives and strategies.
Drawing on Isentia data, ESG coverage volume increased every month in 2023, reaching a peak of 22,700 in May and gradually decreasing in June and July. The increase in May coverage is a result of the government announcing several ESG initiatives in an energy-focused Federal Budget.
Stakeholder’s growing interest in sustainability and responsible business practices has led to increased focus on reporting, analysing, and discussing ESG topics in the media. These topics include renewable energies, shareholder engagement, and social impact.
The below chart shows the fluctuations in conversations across traditional and social media between June 1 - July 31 2023. The data shows that ESG-related conversations are driven by the media, which has a substantial impact on shaping public opinion. Futhermore, this suggests that traditional media is more effective at reaching a wider audience and generating greater coverage for ESG-related topics compared to social media. It also helps in making more informed decisions about media strategy and resource allocation.
Why authenticity and transparency matter
With ESG becoming a corporate imperative, there is an intensifying need for organisations to be authentic and transparent with their ESG communications. The need to do this is to:
Build trust and credibility: Openly sharing information about ESG practices and performance makes organisations more trustworthy and reliable to stakeholders and can generate positive media attention.
Meet stakeholder expectations: Organisations that show their commitment to responsible practices align better with stakeholder expectations and strengthen relationships.
Enhance brand reputation: Responsible, ethical, and sustainable organisations attract customers, investors, and talent while enhancing brand reputation.
Mitigate risks: By openly acknowledging challenges and sharing progress, organisations can effectively manage risks and maintain a positive reputation. However, if an organization overstates its sustainability accomplishments with misleading information, wording, or fabricated data, it can lead to a decline in public opinion. This can lead to public scrutiny, a damaged reputation, and a negative impact on financial performance.
The state of ESG reporting
ESG reporting is becoming more prevalent among organisations, and the push for greater transparency and accountability is widespread. While the level of disclosure may vary across industries, regions, and organisations, the overall trend is towards more transparency. This increase in reporting is expected to continue as sustainability and responsible investing gain more prominence. According to the 2022 Australian Securities and Investment Commission (ASIC) reporting trends report, 140 ASX200 companies have shown the highest levels of ESG disclosure, a rise of over 10% compared to 2020.
The chart data shows that more people are searching for ESG reports online compared to mentions of ESG reports in the media. This suggests that there is an increasing public demand to access organisational sustainability reports, ESG disclosures, and public commitments to responsible practices.
The ESG landscape
The ESG movement is gaining momentum, indicating a shift towards a more holistic and responsible approach to business and investment. This shift is influenced by ethical, financial, and regulatory factors and can be further understood through media intelligence. Additionally, by utilising media intelligence, you can identify the influences and emerging conversations surrounding these factors in traditional media.
With an added layer of social data from our sister company, Pulsar, you can gain a deeper understanding of the impact of your communications and identify the key influencers and factors shaping the ESG narrative. The chart below illustrates the connections between different narratives through keyword associations.
Prominent keyword groupings such as financial markets, superannuation funds, greenwashing, and business and investors suggest these topics are interconnected with the general public. These conversations play a role in shaping their decisions and opinions.
Sustainability and climate change are crucial topics for Australians, with strong community support for transitioning to a net-zero economy and addressing climate-related issues. Consumers are also showing a growing interest in sustainable finance and reducing their carbon footprint. While the chart below shows that Diversity, Equity, and Inclusion is currently the least trending topics, organisation’s are increasingly being urged to address gender disparities, promote equal opportunities, and foster inclusive workplaces that value diversity.
In the spotlight: Superannuation and Financial Services
Australian super funds are embracing ESG investing as enthusiastically as their corporate equivalents, recognising the potential for long-term sustainable performance.
ASIC, the superannuation industry regulator, focuses on tackling greenwashing, the misrepresentation of environmental, sustainable, or ethical attributes in financial products. As Australians grow more concerned about their super fund investments, ASIC emphasises the need for funds to substantiate their ethical claims with evidence.
The boundaries of ESG are subjective, allowing super funds to decide which investments they consider ethical and whether they engage with or divest from socially or environmentally harmful companies. Emphasising socially responsible investments and adopting a broad definition of ESG can enhance the superannuation industry’s reputation and individual performance.
From the below chart, Mercer Super holds the largest share of voice among Australian superannuation companies, with over 50 percent. ASIC has accused the organisation of greenwashing its investments by misleading members about the exclusion of carbon-intensive fossil fuel companies. Unsurprisingly, these allegations have gathered significant media coverage and attention in the industry.
Embracing ESG measurement
Communicators shape ESG narratives, aligning them with corporate purpose and finding the perfect balance between aspiration and impact.
Using media intelligence for ESG success: gain insights into stakeholder concerns, competition, reputation management, and communication strategies for effective outcomes. By leveraging media intelligence, you can make informed decisions and enhance your organisation’s sustainability initiatives.
To discover how media intelligence can assist your organisation in measuring its ESG efforts, simply fill out the form below.
string(40) "Using Media Intelligence for ESG success"
string(204) "Organisations today face the challenge of balancing business goals and environmental, social, and governance (ESG) responsibilities amidst growing sustainability awareness and social media misinformation."
string(19) "2023-09-12 22:37:46"
string(19) "2023-09-12 22:37:46"
Using Media Intelligence for ESG success
Organisations today face the challenge of balancing business goals and environmental, social, and governance (ESG) responsibilities amidst growing sustainability awareness and social media misinformation.
Media's Lens: Framing the FIFA Women's World Cup Narrative
The FIFA Women's World Cup has taken centre stage as well as global communication strategies, drawing global attention as the media employs key themes to shape perceptions and illuminate the tournament's core values. From Viewing & Enjoying to Women in Sports, Rankings, Cultural Inclusivity and Representation, Marketing and Advertising, Community and Economy, these themes underscore the event's significance, lofty ambitions, and the collective aspiration for soccer's unifying power.
The media focuses on the excitement surrounding the game, not only because it echoes fans' optimistic expectations for the future of women's sports but also because this is entertainment with genuine fandoms. This strategic coverage not only provides professional athletes with a global platform to broadcast their values to the world but also weaves the Women's World Cup narrative into a vibrant tapestry of empowerment, inspiration, and unity, establishing an influential precedent for the evolution of women's sports.
Studying how news media engage viewers provides insights for organisations aligning their messaging with audience expectations. While WWC promotes women in sports, news media prioritise entertainment and women athletes. A tournament, usually hosted in inconvenient time zones, excites Australian and New Zealand non-sports and sports fans alike, emphasising the value of a localised global platform backed by the media.
Media trends drive organisations to adjust communication strategies. It signals organisations/brands to re-strategise their communications strategy when they observe media and viewer trends and their flow-on effects. For example, media coverage of the cup, focusing on its entertainment value rather than gender, and reporting on ratings, excitement, and atmosphere, demonstrates to organisations that it is a worthwhile channel to invest in and align their communications with.
Brand Strategies: Engaging Audiences Amidst the Soccer Spectacle
As the FIFA Women's World Cup captivates global attention, it becomes an arena for strategic brand engagement. Our friends at Pulsar provided key audience intelligence insights, helping us bridge the gap between news coverage and audience engagement. The tournament serves as a stage for brands to showcase their commitment to women's sports and connect with passionate fans on a deeper level with their messaging. Among these, a select few stand out, employing unique strategies, like broadcast presence, social engagement and news pickups, to drive forward their values while resonating with WWC’s diverse audience segments. These organisations took advantage of a phenomenon with broad appeal and positioned themselves to represent the themes driven by news media.
McDonald's and Social Engagement – Empowering Fan Participation and Interaction
McDonald's turns its spaces into soccer havens, fostering community engagement through earned content using social media ops and iconic backdrops. Macca's All Stars and personalised collectible cards connect fans, while initiatives like Macca’s Swings infuse playfulness. The Panini Football Stickers Happy Meal celebrates women's football by building fan dream teams.
Lays and Broadcast Presence – Amplifying the Thrill of the Game
With the biggest investment in TV ads for women's sports, Lay's "Taste of Greatness" commercial marks a historic partnership, fueling the excitement of the game. The #LaysGOALdenGiveaway transforms goals into winning opportunities, while the Ultimate Watch Parties and Fan Quest showcase the lively fan culture, bringing supporters together. Lay's top investment in women's sports aligns with how news media and audiences perceive women's sporting events.
Google Pixel and News Pickup – Highlighting Visibility and Advocating Equality
Google Pixel amplifies visibility with the "unblur" function and the campaign message of seeing individual players' diverse stories, thus advocating for gender equality. Partnerships with football associations and players empower Pixel FC members, while the advanced camera and AI technology enhance fan experiences, uniting fans on and off the field.
By exploring these communication strategies, we discover how the FIFA Women’s World Cup goes beyond being just a sporting event. It becomes a symbol of unity, inspiration, and a demonstration of the messages that resonate with audiences.
Sam Kerr: Icon of the Game and Her Diverse Fan Base
Sam Kerr's journey from aspiring athlete to global sensation exemplifies her exceptional talent and unwavering work ethic. Her iconic status isn't solely due to athleticism; Sam Kerr's genuine authenticity and relatable qualities forge connections with diverse supporters, as seen in the primary fan segments listed above. Her public image highlights how news coverage prioritises entertainment, appealing to a wider audience rather than just sports fans or those with a pro-women agenda.
Organisational messaging can use this to bring their purpose to a wider community. This illustrates a profound connection between the themes the news media emphasise and the messaging organisations should strive for, as demonstrated by Sam Kerr's influence.
Sam Kerr's influence spans diverse groups, including young women who are inspired by social influencers like Tanya Burr, dedicated sports fans who admire her tenacity, and the LGBTQIA+ community who identify with her. Understanding the most popular platforms and channels of her audience further indicates where messaging and brand positioning would be most effective, especially for organisations that aim to reflect the diverse fanbase Sam Kerr attracts. Her impact reflects the universal appeal of the Women's World Cup, bringing together people from diverse backgrounds and uniting them around values such as determination and breaking stereotypes. Sam Kerr's far-reaching impact is a beacon of hope for women's sports.
Getting off on the right foot with the right communication strategies
The FIFA Women's World Cup goes beyond showcasing soccer prowess, intertwining narratives of athlete popularity, partnership strategies, and media coverage. This exploration delves into Sam Kerr's journey, scrutinises the engagement strategies of major brands, and dissects how the media portrays the Women's World Cup. From Kerr's diverse impact on fans to organisations strategically amplifying their brands amid the tournament's excitement and media highlighting essential themes, a comprehensive picture emerges. This holistic perspective crafts a vibrant narrative of empowerment, unity, and inspiration.
As PR and communications professionals, these insights emphasise the potential to align brand narratives with a popular ethos, fostering impactful connections and advocacy that resonate within a changing industry and beyond.
Communication Strategies at FIFA Women’s World Cup
Media’s Lens: Framing the FIFA Women’s World Cup Narrative The FIFA Women’s World Cup has taken centre stage as well as global communication strategies, drawing global attention as the media employs key themes to shape perceptions and illuminate the tournament’s core values. From Viewing & Enjoying to Women in Sports, Rankings, Cultural Inclusivity and Representation, […]