One of the more surprising things we’ve seen:
Cooking content outperforming basketball content for Nike campaigns by 4x.
Not slightly. Significantly.
Sounds insane… until you think about behavior.
Someone watching:
- meal prep
- routines
- lifestyle change content
Is often:
Trying to become a different version of themselves
That’s a high-intent state. Even if the category doesn’t match.
Most targeting assumes:
- sports viewer = athlete
- fitness viewer = buyer
But real life doesn’t work that cleanly. The biggest gains we’ve seen don’t come from better targeting.
They come from:
Better understanding behavior
It’s less about:
“Who is this person?”
And more about:
“What are they moving toward?”
