Generating insight to engage and grow digital audiences
In 2019, ICF made the strategic decision to connect elite and lifestyle paddling communities worldwide and invest in digital for direct engagement with paddlers. REDTORCH was tasked with generating insight into current and potential ICF audiences across its disciplines.
To conduct audience analysis that would answer the following questions:
REDTORCH analysed multiple ICF data points including: digital, social media, athlete data, TV broadcast data. It then designed and managed a bespoke survey with questions specific to four different audience groups: ICF and member NFs, athletes and coaches, lifestyle paddlers, fans.
A complete audience and content performance analysis for the ICF website and social media platforms was supplemented with social listening. This built a detailed understanding of the varying interests, motivations, and behaviours of paddlers worldwide, identifying differences between them in each discipline.
Qualitative data was gathered from the survey, adding new insight into audiences.
Athlete and media data sources were cross-referenced to complete the research and analysis.