Her Campus Media, the leading media brand for “GenZennials” and award-winning college marketing firm, has been trying to break into the athletic vertical for years. Athletics and athleisure have become an increasingly popular topic among their college audience, primarily W16-24, making it a prime new business opportunity. Her Campus Media was challenged with trying to connect with the right contacts, both at the brand and agency, at companies such as: Under Armour, Nike, and Adidas among others that play in this space. Top athletic brands have several layers of focus and target demographics within their marketing efforts, including professional athletes, student athletes, general athleisure fans, and more. This makes it difficult to zero in and find the perfect contact to connect with about partnership opportunities.
For media partners, trying to break into a new vertical, and get connected with the right contacts at premium brands, can be extremely difficult. BrandVerge’s marketing and analytics platform enables media companies to build, manage and share premium sponsorships, which allows premium brands to learn about new partners and how they can work with them.
A premier fitness brand was specifically looking for a media partner who reaches female college athletes for a customized Back to School campaign. Her Campus Media had posted its Property Profile featuring its audience and case studies on BrandVerge, the platform that optimizes premium content discovery. This enabled the fitness brand’s agency team to find and identify Her Campus Media as an ideal partner within 10 minutes of starting their search on BrandVerge, and connect directly with the Her Campus team. Her Campus Media was able to present a custom proposal that was exactly what the fitness brand was looking for, and ultimately win their business. Before BrandVerge, there was no clear path for Her Campus Media to get in touch with the right contacts at the brand or the agency, resulting in missed opportunities and hours of time wasted in talking to the wrong people. BrandVerge afforded Her Campus Media the ability to establish a direct connection with a leading athletic brand, and their agency, in record time. It also allowed them to showcase a first to market program -- focused on college athletes – and demonstrate how Her Campus Media could add value to the fitness brand’s goals and KPIs among college female athletes.