Case Study - Brands - Portfolio Planning
Ambassador Identification
Our Challenge
Sanitarium engaged Gemba to help Weet-Bix solidify its ambassador portfolio
Sanitarium engaged Gemba to help Weet-Bix solidify its ambassador portfolio, providing a robust mix of market insights and consumer research to develop a shortlist of talent for consideration and inform a final recommended list of potential ambassadors for the brand.
Our Solution
Gemba delivered a comprehensive set of research led tools to empower decision making and highlight the best fitting ambassadors across both quantitative and qualitative factors and critical brand fit attributes.
Leveraging the Planning Module from the Gemba Sponsorship Investment Framework, we delivered a comprehensive set of research led tools for Sanitarium brand teams to empower decision making and highlight the best fitting ambassadors across both quantitative and qualitative factors and critical brand fit attributes.
Gemba delivered this project following a robust three-tiered approach:
- A Total Unique Reach and Frequency (TURF) analysis highlighted leading sport categories for consideration
- A shortlist of talent from these categories, assessed and indexed against 9 qualitative factors and 8 brand image attributes
- An optimised portfolio recommendation was created from leading candidates across the sports portfolio
Our recommendation allowed the brand to secure long term partnerships with global sporting talent including tennis ace Alex de Minaur, NBA rookie Josh Giddey, Matilda’s star Mary Fowler, and cricket legends Ellyse Perry and Marnus Labuschagne.
Partnerships
Working With Global Brands
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