12th man slidedeck.gsd web.pdf
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12th Man was the concept for a sports marketing agency launched in 2016 with the aim of aligning CSR initiatives at big brands with local communities and sports celebrities
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12th man slidedeck.gsd web.pdf
- 2. OUR PASSION MARKET INSIGHT ABOUT US CASE STUDIES WHO ARE WE? CONTACT CONTENTS
- 4. OUR PASSION FOR SPORT
- 5. OUR PASSION FOR CONTENT
- 7. WHAT WE KNOW
- 8. WHAT WE KNOW 72%of male sports fans spend their social media time looking at sport- based content Female sports fans; hugely under represented *credit Synergy report here
- 9. WHAT WE KNOW *credit Synergy report here*credit Synergy report here For 78%of sports fans access and immediacy of information are key drivers for their social media use
- 10. WHAT WE KNOW Less than 15%of sports fans find brands’ social media content engaging *credit Synergy report here
- 11. GOOD CONTENT
- 12. BAD CONTENT
- 14. PUBLIC vs. PRIVATE Sports initiatives that rely on charitable donations can fall short of providing a long-term solution for achieving goals Private investment can help maintain the legacy of public sector initiatives *credit LinkedIn ‘recent post’
- 15. Facilities vs. investment in participation… ONLY A FRACTION *credit Sport England PUBLIC SECTOR SHORTFALL
- 18. HOW DO WE DO IT PARTNERSHIPS ALIGNMENT MARKETING & BRAND STRATEGY NARRATIVE CAMPAIGN EXECUTION CONTENT CREATION STORY TELLING CONTENT DISTRIBUTION
- 19. SPORTS MEDIA NETWORK Reach Across Football Twitter – 14,053,913 Facebook – Instagram –
- 21. CASE STUDIES
- 22. FOOTBALL CLINIC Brief: As part of MBS’s CSR initiative to give back to the local community the brief was to inspire young athletes at ‘The Guardian Football Academy’ Execution: Exclusive football clinic bringing together 16 premiership players with sixty 6-17 year olds with workshops covering juggling, dribbling shooting and passing
- 23. CONTENT STRATEGY Brief: Create a content strategy that pulled together the brand’s existing content & URLs in a creative way Execution: We created a widget on the brand’s website to inspire audiences to plan & book their trips to the UK Results: Within the first hours of the launch period the widget indexed on the 1st page for both Google US and Google UK
- 24. FEEL LOVED Brief: Launch the brand as a challenger to the ‘big 6’ energy companies Execution: Using Real Time Planning and content production to jump on trending seasonal conversations to gain share of voice and increase awareness of Feel Loved again campaign Results: The campaign overall hit 257% of target sales, increasing propensity to switch and build brand awareness
- 25. HIGH ROLLERS GOLF DAY Brief: Provide MBS high rollers with a once in a lifetime money can’t buy experience. Execution: Former and current premiership football players played a round of golf on MBS golf course with selected MBS HRs. After event ceremony where MBS HRs were able to relax with the sports stars
- 26. TEAM ADRENALIN We ran the most prestigious extreme sports demonstration team in the country Urban Ramps provide both professional sports demonstrations for festivals, music events, private hire, TV and permanent structure build for local councils Urban Ramps is responsible for building 75+ permanent skate/BMX parks across the nation
- 27. CLIENT LIST
- 28. CHARITY EVENTS
- 29. WHO ARE WE?
- 30. TALENTED PEOPLE Vandna has worked alongside Claire helping to raise the profile of brands through high profile sports stars, along with her other role as a Lawyer. Having been attending football games for as long as she can remember, Vandna is an avid fan of the game and a life long Leeds United supporter. Greig has held senior management positions within global digital businesses across UK, USA and Canada. In charge of running global teams across digital product and platform development, digital media planning and programmatic buying, digital creative, mobile app and web development. Greig has also worked with both the UK government and the Obama Administration on digital product development and content creation and dissemination strategy.
- 31. TALENTED PEOPLE Claire has been a sports agent for the past ten years working alongside some of the leading names in the game. Claire's personable approach and consistent drive to ensure client satisfaction means she is one of the leading women in her field. Ex-England football player, manager and a regular football pundit. Everyone in the game would agree Peter is a dedicated player who strives to help others. He is regularly involved in events that promote young players entering the game. Peter has a long standing history in the sports arena and can never be found too far away from a football.
- 32. GET IN TOUCH Managing Partner / CEO vee@12thman-group.com Vandna Sharma Managing Partner / Business Director greig@12thman-group.com Greig Dowling
Hinweis der Redaktion
- We were was set up in 2015 to fill a gap not currently being served by traditional creative, media, talent agencies We provide platform agnostic creative strategy to help connect brands, fans and public bodies to develop ‘socially supercharged sponsorship solutions’ We helps brands’ galvanize around a purpose, create long-lasting brand advocacy and develop content that ‘gives back’
- Sport has a meaningful and measurable impact on people's lives irrespective of race, age & social background Our goal is to help build and maintain a sustainable sporting infrastructure We help brands connect with their consumers in a meaningful way via the power of sport
- Creativity that elevates content and allows sports fans to engage with their peers, hero’s and the brands they love We believe in delivering real results by prioritising effectiveness over innovation We believe content can enrich people’s lives, positively affect public perception and be a force to develop brand advocacy
- Sports fans are easily accessed, engaged with and grown through social media Sports fans grow when they’re fed ‘authentic’ content, from a variety of sources Sports fans are typically hugely underwhelmed by social content brands publish
- This Oreo tweet – which netted more than 15,880 retweets and 6,200 favorites – was perfect. The marketing team took a bad situation, and made light of it with an amusing image and well-timed message. They couldn’t have planned for it. It just happened. If you haven’t seen or heard of this campaign, then you’ve probably been living under a rock. Welcome back to the world. Coke’s “Share A Coke” campaign gave everyone the opportunity to personalize their favorite drink. They took the 150 most popular names in Australia and added them to the side of the bottles. And, well… people went crazy for it. Everyone was talking about Coke. Since then, the campaign has spread all around the world. Why was it so successful? Personalization. Coke made you feel special. It was just you and your bottle against the world. And this personal touch is the crux of content marketing. Coke wasn’t tracking online behavior, (re)targeting customers or looking at vanity metrics. Instead, they targeted the most important thing to customers — their name. After all, everyone’s favorite subject is themselves. And if you want to get someone to pay attention, using their name is a great place to start. Research shows that 74 percent of marketers know personalization increases customer engagement. But, only 19 percent of them ever use it. That’s like knowing you’ve got a clean diaper in your bag but never actually changing the baby. Coke revolutionized emotional connections by asking people to “share” its product. It’s a viral campaign in a bottle.
- Serendipitous Content – Engineering Serendipity JAGHORI: A five-year-old Afghan boy living in an insurgency-prone area has become an online sensation after pictures of him dressed in an improvised Lionel Messi jersey — made out of a plastic bag — went viral. Murtaza Ahmadi idolises the Argentine soccer star but a jersey of his favourite player is beyond the means of his poor family in rural Ghazni province southwest of Kabul. His elder brother Homayoun, 15, made him the plastic shirt with Messi’s named scrawled in marker pen and posted the photos of Murtaza wearing it on Facebook two weeks ago. “Our neighbour had thrown away grocery bags and Murtaza brought me one to make a Messi jersey,” Homayoun, a high school student and himself a FC Barcelona fan, told AFP. Jorge Messi, Lionel’s father, told AFP the footballer was aware of the photos that made waves on social media and “wants to do something” for his young fan. Murtaza, whose father admitted he could not afford to buy him a replica jersey, said he only had a punctured ball to play with in his village in Taliban-infested Ghazni. “We do not have a football playground near our house and the only ball I have is punctured,” Murtuza told AFP. “I love Messi, he plays really well, and I love the shirt my brother made for me.” Kicking the deflated football in his snow-covered village, he added: “I want to be like Messi when I grow up.” Mohammad Arif Ahmadi, his father who works as a farmer, said he hopes that his son turns into a great football player one day. “I want my son to become the Messi of Afghanistan,” he told AFP. “Murtaza wants to meet Lionel Messi in person one day. He asked me to buy him a jersey but I cannot afford it,” Ahamdi, a father of six, said. When his photos were first posted, Internet users scrambled to identify the boy and it was initially claimed he was an Iraqi Kurd. But Murtaza’s uncle Azim Ahmadi, who lives in Australia, revealed to the media that his nephew was the unwitting star of the story. His father only learned about Murtaza’s newfound fame from relatives when he recently visited Kabul for medical treatment. Sport was rarely played under Taliban rule, and the football stadium in Kabul was a notorious venue for executions, stonings and mutilations. Football and cricket are the two most popular sports in the war-ravaged country.-AFP FIND SOCIAL DATA – viewing figures of this image across social media
- Sports initiatives that rely on charitable donations can fall short of providing a long-term solution for achieving goals Private investment can help maintain the legacy of public sector initiatives
- Sport: Powerfully sport can affect an individuals life, it can have a lasting effect on a community, it can unite a nation. By building creative partnerships between brands and the public sector your marketing budget can put your brand at the centre of a campaign that positively impact people's lives and will develop brand advocacy long after your TV advert has finished running. Events: Whether you want to connect your consumers with their sporting hero or heros, launch a branded skatepark or ashphalt 5-a-side pitch on behlaf of a local community, setup exclusive one-to-one dinners between your key clients and premier sporting greats or sponsor grass-roots sports leagues the 12th Man Group can help. Content: In an age where modern advertising currency amounts to likes and shares, how do you ensure you have the right story to go viral? The 12th Man Group helps brands seemlessly integrate their presence into consumers hearts and minds via sports initiatives and carefully constructed social media campaigns; distributed, monitored and optimized through our proprietary personality networks.
- Our team is adept at working with brands at all stages of the creative process from conception of the big idea, media planning & buying, digital product development through to resourcing and managing live events to social amplification and activation campaigns. At the top of our skill-set we have strategic consultancy: Marketing and brand strategy: We help companies align marketing and brand strategy with overarching business objectives; ensure marketing investments are generating highest returns and reinforcing the brand positioning; and build a loyal customer base through branding that cultivates a strong, trusted image via the medium of sport Alignment: identify opportunities to deliver your brand promise across new product development, sales & marketing efforts and partnerships with the public sector, giving your brand the differentiation and competitive advantage. Narrative: According to Merriam-Webster storytelling is 1) the accounting of events or incidents 2) the stating of facts pertinent to solving a particular question.. Brand Story-Telling really means the accounting of facts that solve the question. Why do I need the brand? The 12th Man Group helps craft authentic brand narratives with creativity, innovation, utility and entertainment value – via the power of sport and physical activity.
- Virgin Red Bull Sanex
- Virgin Red Bull Sanex