How new American activewear player measured brand awareness with YouGov

Challenge

The activewear brand wanted a more in-depth understanding of its brand awareness trajectory and growth drivers.

Solution

YouGov’s brand tracking and audience profiling solutions were used to evaluate brand awareness and set future targets.

Business outcome

The brand has utilized the brand awareness targets set by YouGov to guide its internal goals.

Business challenge

As a newer entrant to the activewear marketplace, the apparel brand wanted to understand its market penetration and benchmark its standing against competitors in the US and Canada.

The brand needed to identify the current drivers of its brand awareness and develop tactics to accelerate growth. In addition, the activewear retailer sought to understand how the brand resonated with fans of influencers that it had partnerships with. Most notably, they were looking to track the success of their partnerships with a renowned Olympic athlete and global pop star.

Solution

YouGov’s flagship brand tracking and audience profiling solutions, YouGov BrandIndex and YouGov Profiles, were leveraged to conduct a thorough analysis of the apparel brand’s awareness in the US and Canada. The comprehensive review assessed the brand’s ranking amongst other activewear brands and included an evaluation of awareness among the brand’s influencers.

The apparel brand worked with YouGov to set awareness targets among the Female GenPop. The brand also tracked awareness among specific groups, including fans of female Olympic athletes and musicians. These audiences were developed using the ‘Ratings’ data points available in YouGov Profiles.

Additionally, the apparel brand started running a typing tool with YouGov to track purchase funnel metrics among two custom segments. This tool consists of custom questions about purchasing habits and workout routines. Based on their answers, respondents are categorized into different segments. The results from the tool were added to YouGov BrandIndex as a filter, allowing the brand to monitor brand performance amongst specific groups.

Business outcomes

The partnership with YouGov has helped the brand develop data-driven internal awareness goals and provided the brand with an enhanced understanding of their competitive standings and brand performance across key demographic segments.

YouGov regularly provides in-depth reports on the brand’s awareness progress in the US and Canada amongst key audiences, tracking trends and identifying drivers of growth.

Using the insights, the brand has also implemented more targeted marketing initiatives, optimizing their reach and impact amongst potential customers.

The apparel brand now possesses a clearer picture of its resonance with diverse consumer groups and is better equipped to refine and enhance its marketing strategies effectively.