The NBA
Adding depth to charisma
Brief
With growing global appeal the NBA wanted to increase depth of engagement across a diverse and increasingly multi-market universe. Its existing digital platforms and activity were not adapted to different market contexts, leaving many fans without a suitable digital interface.
Insight
Across Brazil, Japan, Spain, Mexico and India we first sized the markets using MaxDiff and Conjoint analysis. We then went deep with online communities to identify the specifics of how to increase engagement across digital channels.
Summary
The NBA received a clear action plan on products, services and platforms from each audience group as well as a stylistic playbook for future development of content or activity. The result is a shift from interest to a passion for all things basketball across all five markets and a significant rise in engagement with the NBA’s digital activity.
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