Task: Speedo sought to diversify their customer base by identifying and engaging lifestyle consumer segments beyond their traditional target market of competitive swimming athletes.

Value Add:

• Advanced Market Segmentation: Utilized sentiment analysis and brand tribe development techniques to uncover four untapped consumer tribes: "Swim Team Teens," "InstaGays," "Summer Moms," and "Swim for Fitness."

• Brand Advocate Recruitment: Enlisted over 100 brand advocates from each identified tribe to generate authentic, diverse content that resonated with their respective communities, fostering engagement and broadening brand recognition.

• User-Generated Content Integration: Incorporated the user-generated content (UGC) collected from brand advocates into Speedo's organic social media channels and advertising campaigns, creating a more relatable and engaging brand narrative.

• Tailored Marketing Approach: Developed targeted marketing strategies for each identified tribe, ensuring that messaging, visuals, and platforms were customized to appeal to each segment's unique interests and preferences.

• Results:

• Expanded Customer Base: Successfully reached and engaged a diverse range of lifestyle consumers through targeted tribes, resulting in a broader customer base for Speedo.

• Impressive Social Media Growth: Speedo's Instagram following skyrocketed from a few thousand to over 200,000 followers, while their previously non-existent TikTok presence garnered 12,500 followers.

• Increased Advertising Efficiency: The integration of UGC in Speedo USA's advertising campaigns led to a doubled return on ad spend (ROAS) compared to traditional editorial content, demonstrating the effectiveness of an authentic and tailored approach in connecting with a varied audience.

• Enhanced Brand Recognition: Speedo's innovative tribe-based marketing strategy elevated the brand's visibility and appeal among lifestyle consumers, positioning it as an inclusive and versatile choice for a wide range of aquatic activities.