"We've been on a journey. This is year two of our 'Game Day' platform, and we're looking to build this over the next few years in North America," said Jenny Johns, the brand's vp of marketing. This indicates Estée Lauder's long-term commitment to integrating sports into its marketing strategy.
"We came to this [sports marketing strategy] before it really hit the zeitgeist of the pop culture conversation last year, especially around football, with what you could call the Taylor [Swift] effect," Johns said. This highlights Estée Lauder's proactive approach in aligning their marketing with trending cultural moments.
According to USA Today, in 2021, there were 84 million female NFL fans in the U.S., and 56% of women and girls over the age of eight are fans of the NFL. This emphasizes the potential market opportunity for Estée Lauder's targeted campaigns.
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