{"id":6440,"date":"2021-09-29T11:55:52","date_gmt":"2021-09-29T10:55:52","guid":{"rendered":"https:\/\/www.twentyfirstgroup.com\/?p=6440"},"modified":"2022-06-17T16:08:33","modified_gmt":"2022-06-17T15:08:33","slug":"brands-and-performance-insights-a-match-made-in-heaven","status":"publish","type":"post","link":"https:\/\/www.twentyfirstgroup.com\/brands-and-performance-insights-a-match-made-in-heaven\/","title":{"rendered":"Brands and performance insights: a match made in heaven&#8230; in the right situations"},"content":{"rendered":"<div class=\"flex_column av_one_fifth  flex_column_div av-zero-column-padding first  avia-builder-el-0  el_before_av_three_fifth  avia-builder-el-first  \" style='border-radius:0px; '><\/div>\n<div class=\"flex_column av_three_fifth  flex_column_div av-zero-column-padding   avia-builder-el-1  el_after_av_one_fifth  el_before_av_one_fifth  \" style='border-radius:0px; '><div  style='padding-bottom:10px; ' class='av-special-heading av-special-heading-h2  blockquote modern-quote  avia-builder-el-2  avia-builder-el-no-sibling  thought-leadership-heading '><div class ='av-subheading av-subheading_above  ' style='font-size:15px;'><p>Thought Leadership<\/p>\n<\/div><h2 class='av-special-heading-tag '  itemprop=\"headline\"  >Brands and performance insights: a match made in heaven&#8230; in the right situations<\/h2><div class='special-heading-border'><div class='special-heading-inner-border' ><\/div><\/div><\/div><\/div><div class=\"flex_column av_one_fifth  flex_column_div av-zero-column-padding   avia-builder-el-3  el_after_av_three_fifth  el_before_av_one_fifth  \" style='border-radius:0px; '><\/div><\/p>\n<div class=\"flex_column av_one_fifth  flex_column_div av-zero-column-padding first  avia-builder-el-4  el_after_av_one_fifth  el_before_av_three_fifth  column-top-margin\" style='border-radius:0px; '><section class=\"av_textblock_section \"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock  av_inherit_color '  style='color:#80808a; '  itemprop=\"text\" ><h4><span class=\"span-reading-time rt-reading-time\"><span class=\"rt-label rt-prefix\"><\/span> <span class=\"rt-time\"> 4<\/span> <span class=\"rt-label rt-postfix\">MIN READ<\/span><\/span><\/h4>\n<\/div><\/section><br \/>\n<section class=\"av_textblock_section \"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock thought-leadership-author '   itemprop=\"text\" ><h3><strong>By Andrew Serio<\/strong><\/h3>\n<hr \/>\n<h3>September 30, 2021<\/h3>\n<\/div><\/section><br \/>\n<div  style='height:5px' class='hr hr-invisible   avia-builder-el-7  el_after_av_textblock  avia-builder-el-last '><span class='hr-inner ' ><span class='hr-inner-style'><\/span><\/span><\/div><\/p><\/div>\n<div class=\"flex_column av_three_fifth  flex_column_div av-zero-column-padding   avia-builder-el-8  el_after_av_one_fifth  el_before_av_one_fifth  column-top-margin\" style='border-radius:0px; '><p><div  class='avia-image-container  av-styling-    avia-builder-el-9  el_before_av_hr  avia-builder-el-first  avia-align-center '  itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\"  ><div class='avia-image-container-inner'><div class='avia-image-overlay-wrap'><img decoding=\"async\" class='wp-image-6441 avia-img-lazy-loading-not-6441 avia_image' src=\"https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2021\/09\/sebastiaan-stam-9mIEPszPaAU-unsplash-scaled.jpg\" alt='' title='sebastiaan-stam-9mIEPszPaAU-unsplash' height=\"1707\" width=\"2560\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2021\/09\/sebastiaan-stam-9mIEPszPaAU-unsplash-scaled.jpg 2560w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2021\/09\/sebastiaan-stam-9mIEPszPaAU-unsplash-300x200.jpg 300w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2021\/09\/sebastiaan-stam-9mIEPszPaAU-unsplash-1030x687.jpg 1030w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2021\/09\/sebastiaan-stam-9mIEPszPaAU-unsplash-768x512.jpg 768w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2021\/09\/sebastiaan-stam-9mIEPszPaAU-unsplash-1536x1024.jpg 1536w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2021\/09\/sebastiaan-stam-9mIEPszPaAU-unsplash-2048x1365.jpg 2048w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2021\/09\/sebastiaan-stam-9mIEPszPaAU-unsplash-1500x1000.jpg 1500w, https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2021\/09\/sebastiaan-stam-9mIEPszPaAU-unsplash-705x470.jpg 705w\" sizes=\"(max-width: 2560px) 100vw, 2560px\" \/><\/div><\/div><\/div><br \/>\n<div  style='height:5px' class='hr hr-invisible   avia-builder-el-10  el_after_av_image  avia-builder-el-last '><span class='hr-inner ' ><span class='hr-inner-style'><\/span><\/span><\/div><\/p><\/div>\n<div class=\"flex_column av_one_fifth  flex_column_div av-zero-column-padding   avia-builder-el-11  el_after_av_three_fifth  el_before_av_one_fifth  column-top-margin\" style='border-radius:0px; '><\/div>\n<div class=\"flex_column av_one_fifth  flex_column_div av-zero-column-padding first  avia-builder-el-12  el_after_av_one_fifth  el_before_av_three_fifth  column-top-margin\" style='border-radius:0px; '><section class=\"av_textblock_section \"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock thought-leadership-share '   itemprop=\"text\" ><h3>Thought Leadership<\/h3>\n<p>Inspired by what you&#8217;re reading? Why not subscribe for regular insights delivered straight to your inbox.<\/p>\n<\/div><\/section><br \/>\n<div  class='avia-button-wrap avia-button-left  avia-builder-el-14  el_after_av_textblock  el_before_av_textblock ' ><a href='https:\/\/www.twentyfirstgroup.com\/contact\/news-signup\/'  class='avia-button  avia-color-theme-color   avia-icon_select-no avia-size-small avia-position-left '   ><span class='avia_iconbox_title' >Subscribe<\/span><\/a><\/div><br \/>\n<section class=\"av_textblock_section \"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock  '   itemprop=\"text\" ><hr \/>\n<h3><\/h3>\n<\/div><\/section><br \/>\n<div  class='av-social-sharing-box  avia-builder-el-16  el_after_av_textblock  avia-builder-el-last  '><div class='av-share-box'><h5 class='av-share-link-description av-no-toc '>Share this story<\/h5><ul class='av-share-box-list noLightbox'><li class='av-share-link av-social-link-facebook' ><a target=\"_blank\" aria-label=\"Share on Facebook\" href='https:\/\/www.facebook.com\/sharer.php?u=https:\/\/www.twentyfirstgroup.com\/brands-and-performance-insights-a-match-made-in-heaven\/&#038;t=Brands%20and%20performance%20insights%3A%20a%20match%20made%20in%20heaven%E2%80%A6%20in%20the%20right%20situations' aria-hidden='false' data-av_icon='\ue8f3' data-av_iconfont='entypo-fontello' title='' data-avia-related-tooltip='Share on Facebook' rel=\"noopener\"><span class='avia_hidden_link_text'>Share on Facebook<\/span><\/a><\/li><li class='av-share-link av-social-link-twitter' ><a target=\"_blank\" aria-label=\"Share on Twitter\" href='https:\/\/twitter.com\/share?text=Brands%20and%20performance%20insights%3A%20a%20match%20made%20in%20heaven%E2%80%A6%20in%20the%20right%20situations&#038;url=https:\/\/www.twentyfirstgroup.com\/?p=6440' aria-hidden='false' data-av_icon='\ue8f1' data-av_iconfont='entypo-fontello' title='' data-avia-related-tooltip='Share on Twitter' rel=\"noopener\"><span class='avia_hidden_link_text'>Share on Twitter<\/span><\/a><\/li><li class='av-share-link av-social-link-linkedin' ><a target=\"_blank\" aria-label=\"Share on LinkedIn\" href='https:\/\/linkedin.com\/shareArticle?mini=true&#038;title=Brands%20and%20performance%20insights%3A%20a%20match%20made%20in%20heaven%E2%80%A6%20in%20the%20right%20situations&#038;url=https:\/\/www.twentyfirstgroup.com\/brands-and-performance-insights-a-match-made-in-heaven\/' aria-hidden='false' data-av_icon='\ue8fc' data-av_iconfont='entypo-fontello' title='' data-avia-related-tooltip='Share on LinkedIn' rel=\"noopener\"><span class='avia_hidden_link_text'>Share on LinkedIn<\/span><\/a><\/li><\/ul><\/div><\/div><\/p><\/div>\n<div class=\"flex_column av_three_fifth  flex_column_div av-zero-column-padding   avia-builder-el-17  el_after_av_one_fifth  el_before_av_one_fifth  column-top-margin\" style='border-radius:0px; '><section class=\"av_textblock_section \"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock thought-leadership-main-content '  style='font-size:20px; '  itemprop=\"text\" ><p><span style=\"font-weight: 400;\">Repeat after me: using data-driven performance insights in activations is not for all brands.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And again: using data-driven performance insights in activations is not for all brands.\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/www.youtube.com\/watch?v=5Mc06cIrvXE\"><span style=\"font-weight: 400;\">Nike <\/span><\/a><span style=\"font-weight: 400;\">makes us feel things. <\/span><a href=\"https:\/\/www.youtube.com\/watch?v=cBlkxsbtlgw\"><span style=\"font-weight: 400;\">Paddy Power<\/span><\/a><span style=\"font-weight: 400;\"> always gets a laugh (and a grimace). An amazing recent campaign with <\/span><a href=\"https:\/\/shortyawards.com\/13th\/messi-644\"><span style=\"font-weight: 400;\">Budweiser x Lionel Messi<\/span><\/a><span style=\"font-weight: 400;\"> made every top goalkeeper in the world feel just a bit sheepish. Sometimes, brands want to make a statement or just have some fun.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, in this world of increasing data availability, using performance insights to tell stories about <\/span><i><span style=\"font-weight: 400;\">what\u2019s actually happening on the field of play<\/span><\/i><span style=\"font-weight: 400;\"> offers potential like never before. Live sport is the only programming that continues to capture audiences\u2019 attention in real-time. And where there is storytelling potential and an engaged audience, there should be brands looking to align themselves with those narratives.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Using data-driven performance insights to tell stories to fans is all about demonstrating the <\/span><b>quality<\/b><span style=\"font-weight: 400;\"> of the athlete on the field and the <\/span><b>jeopardy <\/b><span style=\"font-weight: 400;\">present in the competition. In other words, just how good these men\/women are and the stakes for winning and losing (see here for more on TFG\u2019s <\/span><a href=\"https:\/\/www.twentyfirstgroup.com\/approach\/our-big-idea\/\"><span style=\"font-weight: 400;\">Big Idea<\/span><\/a><span style=\"font-weight: 400;\">). That\u2019s what creates real <\/span><b>connection<\/b><span style=\"font-weight: 400;\"> between fans and competitions and allows brands to benefit from that connection.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For an example of a data-driven performance insight, look to The Hundred\u2019s \u201cMatch Predictor\u201d. Fans can see Oval Invincibles are on a run chase, but now I know that they only have a 20% chance of winning. If they win, I feel more connected to the result, ecstatic that I witnessed such a comeback. I also have learned something new about cricket which I can use for context when I next watch a match, or to make myself sound smarter with friends. Currently, no brand sponsors this feature, but it would be perfect for health\/life insurance companies given the competition\u2019s family-friendly environment.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Another example: everyone knows the names Messi and Ronaldo. But do the names Miedema and Mewis mean anything to you? These female footballers are amongst the best in the world and their quality deserves to be communicated to football fans. They want to watch the best, and knowing that Vivianne Miedema scores for Arsenal at a rate surpassing Thierry Henry\u2019s instantly gives fans an idea of her quality. Wouldn\u2019t fans want to understand more about how she does this? These stories are perfect for brands that deliver premium performance &#8211; think automobiles or timepieces.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Communicating data-driven performance insights for an activation is not straightforward. Fans don\u2019t want to need a statistics degree to figure out what\u2019s being said. Whether on broadcast, in-live, or digital, a viewer has under 5 seconds to grasp the concept being discussed or they disengage. Getting the right mix of data, design, and copywriting\/voiceover will go a long way to making the activation stick in the mind of the viewer, and keep them wanting more (<\/span><a href=\"https:\/\/twitter.com\/NoLayingUp\/status\/1399104953440931852?s=20\"><span style=\"font-weight: 400;\">This year\u2019s Aon Risk Reward Challenge <\/span><\/a><span style=\"font-weight: 400;\">on the PGA Tour is a great example of this).\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When done right, this type of activation allows brands to differentiate their voice in a crowded landscape with a message that aligns directly with a brand identity of quality, excitement, and passion.<\/span><\/p>\n<\/div><\/section><\/div>\n<div class=\"flex_column av_one_fifth  flex_column_div av-zero-column-padding   avia-builder-el-19  el_after_av_three_fifth  el_before_av_codeblock  column-top-margin\" style='border-radius:0px; '><\/div>\n\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":14,"featured_media":6441,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_oasis_is_in_workflow":0,"_oasis_original":0,"inline_featured_image":false,"footnotes":""},"categories":[55,52,33],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Brands and performance insights: a match made in heaven... in the right situations - Twenty First Group Limited<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.twentyfirstgroup.com\/brands-and-performance-insights-a-match-made-in-heaven\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brands and performance insights: a match made in heaven... in the right situations - Twenty First Group Limited\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.twentyfirstgroup.com\/brands-and-performance-insights-a-match-made-in-heaven\/\" \/>\n<meta property=\"og:site_name\" content=\"Twenty First Group Limited\" \/>\n<meta property=\"article:published_time\" content=\"2021-09-29T10:55:52+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-06-17T15:08:33+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.twentyfirstgroup.com\/wp-content\/uploads\/2021\/09\/sebastiaan-stam-9mIEPszPaAU-unsplash-1030x687.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1030\" \/>\n\t<meta property=\"og:image:height\" content=\"687\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Omar C\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@TwentyFirstGrp\" \/>\n<meta name=\"twitter:site\" content=\"@TwentyFirstGrp\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Omar C\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.twentyfirstgroup.com\/brands-and-performance-insights-a-match-made-in-heaven\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.twentyfirstgroup.com\/brands-and-performance-insights-a-match-made-in-heaven\/\"},\"author\":{\"name\":\"Omar C\",\"@id\":\"https:\/\/www.twentyfirstgroup.com\/#\/schema\/person\/4976ccd38af253f8acf4cf39a3519332\"},\"headline\":\"Brands and performance insights: a match made in heaven&#8230; 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