Happiness factories, how brands can navigate today’s fan communities

Room 1 | 4:00 pm - 4:30 pm | Wednesday, July 19, 2023

Fan communities have never been so important.

As brands look for cultural relevance in a complex world, as they seek to reach their audiences in a fragmented media landscape, and as the move away from third-party cookies spurs a return to interest-based targeting, navigating fandoms will be increasingly critical in marketing strategy.

In our BAMM Fandom study we uncover what makes fandoms work – the rituals, the symbols, the language and the psychology. We take a look at the current cultural zeitgeist of these communities, and how polarization and the new digital landscape are shaping how fans and brands can interact. And we map out the ways brands can navigate today’s fandoms, from creating, facilitating, participating and communicating.

Key takeaways:

1. How to leverage a fandom strategy to create cultural relevance, reach your audiences and play in the post-cookie world.
2. How to define the right approach to your fandom strategy. Do you create, facilitate, participate or communicate?
3. How to decide where you’re going to play. Where are good numbers of your audience? What supports or enhances your brand positioning? Where can you stand out?

Consumers Joint Presentation Research Report