Dive into the fascinating world of fandoms to understand the deep connections fans forge with brands and how this renaissance of devoted communities is reshaping the marketing landscape. We'll explore the essence of fandom culture, uncover the reasons behind its resurgence, and reveal why brands should leverage this phenomenon now more than ever. Learn strategic insights on nurturing fandoms at various stages, positioning your brand not just as a product, but as a cultural hub that resonates with audiences. Join us to discover how tapping into fandom can yield dividends beyond conventional metrics—igniting brand loyalty that lasts. Key Takeaways: - What are Fandoms - Why are Fandoms Reemerging - Why should brands care about them - How can brand nurture fandoms and at what stages?

1. KEYNOTE
VANCOUVER, BC ~ APRIL 25 - 26, 2024
DIGIMARCONCANADAWEST.CA | #DigiMarConCanadaWest
The Fandom Dividend:
Catalyzing Brand Growth
through Cultural Engagement
Matt Collette
HEAD OF DIG, CANADA, MGN DIR,
GLOBAL DIG GROWTH & GM, VAN
EDELMAN VANCOUVER

2. Drive Growth with Fans
EDELMAN P. 02 Y024

3. EDELMAN P. 03 Y024
The Science of Fandom
The Mainstreaming of Fandom
The Role of Active Brands
The Drivers of Fandom
Why Brands Should Care
INTO THE WORLD OF FANDOMS:
Ways In

7. EDELMAN
FANDOM
HAS NEVER BEEN AS
PRESENT OR
INFLUENTIAL AS IT IS
TODAY

8. $330M
Revenue generated for the
NFL and Chiefs as a results of
Tayvis
✶
$5B
Economic benefit generated by
Eras Tour 300M
Streams of The Tortured Poets
Department in a single day
(breaking all previous records)
International Diplomatic
Incidents Caused
1
Source: WSJ, Spotify,, APEX Marketing

9. “The Show is Trump and It is Sold Out Performances Everywhere” –
Donald Trump, 1990, Playboy Magazine Interview
“They aren’t voters using active intelligence or participating in a civil
democracy, they are fans. Their role is to cheer and fund their team and trash
talk whatever team is on the other side.”
Stewart Steves – Republican Political Consultant

10. • Focus on discovery and
adventure
• Celebrate diversity
• Share and recommend
• Focus on the experience
• Highly decentralized
fandom
EDELMAN

11. EDELMAN
A network of supporters who celebrate, discuss, and create content
about their shared interest. Fandoms are communities.

12. SUBCULTURE CULTURE
→
1990s – 2020s 2020s
EDELMAN
On average, Gen Zers are passionate about and participate in up to 20
different interest-based communities or fandoms1.
✶
Source: 1 - 2023 Gen Z Field Guide, Horizon Media

13. 79%
of people in the US and UK consider
themselves ‘fans’
70%
of ‘fans’ agree that their
fandom community is part
of their everyday life
FANDOM IS CULTURE
✶
39%
of people in the US and UK
consider themselves
‘superfans’
EDELMAN
Source: BAMM, The Fandom Report, 2023; Anatomy of Hype, Twitch, 2023

14. EDELMAN
SHARED PASSION
COMMUNITY BUILDERS
ACTIVE CONTENT CREATORS
SHARED KNOWLEDGE + LORE
• Strong connection to a particular passion point,
interest, media franchise, activity, etc.
• Members share a deep emotional connection to the
subject of their fandoms.
• Inherently inclusive, focused on spreading their love of
fandom through community, advocacy, and promotion.
• Spaces for active participation - debate, discussion,
analysis.
• Develop a deep understanding of the intricate details
surrounding their fandom's subject.
• Active content producers, disseminators/sharers, and
consumers of creative expression for their fandom's
subject.
CONNECTION AND IDENTITY
VALUES, NORMS, CULTURE
• Provide a sense of belonging and shared identity.
• Develop their own sets of values, belief systems,
behavioral expectations, symbols, and rituals that
solidify their membership.

15. EDELMAN
FANDOM’S GROWING INFLUENCE
IS THE RESULTS OF TECHNOLOGY
AND DEEP PSYCHOLOGICAL NEED

16. EDELMAN
SOCIAL MEDIA
TikTok, Twitter/X, Reddit, Twitch,
YouTube and Discord allow for
dedicatedspaces where fan
communitiescan connect, share
content, and discusstheir
passion.
CONTENT CREATION
Easy-to-useeditingsoftware
allow fans to create high-quality
content and share it with a wide
audience.
STREAMING PLATFORMS
& INFLUENCERS
Live streams and online
personalitiesfoster a sense of
community and real-time
interaction between fans,
communities,and creators

17. EDELMAN
Content finds you based on your connections – you
see what your friends post.
Content finds you based on your interests – what
you consume defines what you posts you see.
Social Graph Interest Graph

18. EDELMAN
BENQ
SCREENBAR
Edelman
Canada
POWERPOINT
TIPS
KITCHEN
CABINETRY

19. ✶
“I feel a deeper connection to the
people I interact with on TikTok than on
other sites & apps”
19
Source: TikTok Community Research”, Flamingo (2021)
70%

20. EDELMAN
CONTENT
PRODUCTION
CONTENT
CONSUMPTION
Amount of Content
Time
CONTENT CREATION
INFINITE
CONTENT
• Good content matters again
• Agility of creation matters – a need to
move at the speed of culture
• Trends will become even more of a
cultural bellwether

21. EDELMAN P. 021
p erson alized content
immersive fan exp erien c es
fosterin g in c lu sivity

22. EDELMAN
BELONGING AND IDENTITY
Fandom offers a sense of
belongingand identity.
In a world of disconnection,
fandom is identityexpressed.
SELF-EXPRESSION
Allows fansto express their
creativity and passion.
SHARED EXPERIENCE Moments
of engagement and connection
with others.
In a world of isolation,fandom
facilitatessocialization.
MASTERY AND KNOWLEDGE
Allows members of a fandom to
establishexpertise and
knowledge.
RECOGNITION
Receiving feedback from the
community fulfillsthe need to be
seen and validated.

23. EDELMAN
Discoverers Explorers Community Fan Active Creator Super Fan
Discoverers and is
exposed to
fandom
ENGAGEMENT, CREATION, PURCHASE, LOYALTY, ADVOCACY

24. EDELMAN
Discoverers Explorers Community Fan Active Creator Super Fan
Actively seeking out
more information.
Research and
consuming more
content. Diving into
lore.
ENGAGEMENT, CREATION, PURCHASE, LOYALTY, ADVOCACY
Discoverers and is
exposed to
fandom

25. EDELMAN
Discoverers Explorers Community Fan Active Creator Super Fan
Shift from passive to
active participation.
Consume content, but
also share and engage
in discussion.
ENGAGEMENT, CREATION, PURCHASE, LOYALTY, ADVOCACY
Actively seeking out
more information.
Research and
consuming more
content. Diving into
lore.
Discoverers and is
exposed to
fandom

26. EDELMAN
Discoverers Explorers Community Fan Active Creator Super Fan
Fandom to the next
level by producing
content, re-interpreting
content (memes).
Actively shares their
content with
community.
ENGAGEMENT, CREATION, PURCHASE, LOYALTY, ADVOCACY
Shift from passive to
active participation.
Consume content, but
also share and engage
in discussion.
Actively seeking out
more information.
Research and
consuming more
content. Diving into
lore.
Discoverers and is
exposed to
fandom

27. EDELMAN
Discoverers Explorers Community Fan Active Creator Super Fan
Pinnacle of fandom
dedication. Possess
deep and
comprehensive
understanding of brand
knowledge and lore.
Highly active and seen
as community leaders
and experts.
ENGAGEMENT, CREATION, PURCHASE, LOYALTY, ADVOCACY
Fandom to the next
level by producing
content, re-interpreting
content (memes).
Actively shares their
content with
community.
Shift from passive to
active participation.
Consume content, but
also share and engage
in discussion.
Actively seeking out
more information.
Research and
consuming more
content. Diving into
lore.
Discoverers and is
exposed to
fandom

28. EDELMAN
IT HAS NEVER BEEN
MORE IMPORTANT FOR
BRANDS TO TAP INTO
FANDOM

29. EDELMAN P. 029 Y024
purchase intent
loyalty
advocacy & community
T H R E E K E Y G R O W T H D R I V E R S
O F F A N D O M

30. EDELMAN
CULTURE
Fandom is culture.
FANDOM IS AN ACTIVE
BEHAVIOUR
They create, remix, and
re-interpret content related to
their fandoms.
75%offanssharecontentatleastoncea week
withfriendsandfamily.
71%createcontentandpostonline.
FANS ARE ENGAGED
Fans watch 3X more content and
purchase 3X more products than
non-fans

31. 63%
of fans agree that any brand can
get involved with a fandom, as long
as they make an effort to
understand them.
62%
of fans feel positively towards
brands that have been
involved with their fandoms
for extended periods of time
FANS LOOK TO BRANDS TO
FACILITATETHEIR FANDOM
✶
50%
of fans are more likely to
consider a brand that
sponsors content related to
their fandom.
EDELMAN
Source: Anatomy of Hype, Twitch, 2023

32. EDELMAN P. 032 ACTIVE BRANDS Y024
BE AN ACTIVE BRAND

33. ✶
EDELMAN P. 033 Y024
We need a fresh mindset and a
bold approach to marketing
that takes brands from always-
on to always-active
AT THE VANGUARD OF
CULTURE
✶
A NEW FANDOM
CENTRIC
STRATEGY
EMBRACE INNOVATION
FRONT-FOOT, NIMBLE,
AGILE
PARTICIPATORY AND
AUTHENTIC
OWN WHAT MAKES
US DIFFERENT
DRIVING TRUE
FANDOM NOT
AUDIENCE REACH

34. EDELMAN
ACTIVE BRANDS SHAPE
THEIR
CONTENT AROUND
AUDIENCE BEHAVIOURS.

35. ✶
EDELMAN P. 035 Y024
ACTIVELY LISTEN
STUDY HUMAN, SOCIAL AND DIGITAL
BEHAVIOURS, TRENDS AND SIGNALS
Listen to, and seek feedback from,
those talking about your brand,
products and broader culture on
digital platforms.
ACTIVELY CREATE
KEEP PACE WITH
THE SPEED OF THE FEED
Create shared value for community
and invite them to create, remix or
share their stories about the brand.
ACTIVELY ENGAGE
SEE COMMUNITY
AS COLLABORATORS
Tap into the prevailing speeds of
culture and participate with the
community, not ‘broadcast’ to
them.
ACTIVELY ADAPT
ALWAYS-ON
INTELLIGENCE
Be fully engaged in the community’s
behaviours and conversations and
be willing to pivot meaningfully in
response.
✶
HOW WE BUILD
ACTIVEBRANDS
DIFFERENTLY

36. EDELMAN
36
Happiness
Exhilaration
Awe
Warmth
Hilarity
Contempt
Disgust
Sadness
Nostalgia
Surprise
Knowledge
Shock
Arousal
Fear
Anger
EMOTIONAL
RESPONSE (CARE)
SOCIAL MOTIVATION (TO SHARE)
Shared Passion
I would share this content because it gives me the opportunity to connect with friends about a
shared passion of interest
Social IRL I would share this content because it helps me to socialize with my friends offline
Social Utility I would share this content because the product/service could be useful to my friends
Social Good I would share this video because it’s for a good cause and I want to help
Zeitgeist I would share this content because it’s about a current trend or event
Kudos
I would share this content because it demonstrates my knowledge and authority about the subject
OR I would share this content because I want to be the first to tell my friends
Reaction Seeking I would share this video to start an online conversation
Opinion Seeking I would share this content because I want to see what my friends think
BE ACTIVEWITH FANS THROUGHSOCIAL MOTIVATION
AND EMOTIONALRESPONSES

37. EDELMAN
2. NURTURE FANDOM AROUND
YOUR BRAND/PRODUCT
1. ADD VALUE TO AN EXISTING
FANDOM

38. EDELMAN
2. NURTURE FANDOM AROUND
YOUR BRAND/PRODUCT
1. ADD VALUE TO AN EXISTING
FANDOM

39. EDELMAN P. 039 Y024

40. 88M
SOCIAL IMPRESSIONS
16%
INCREASE IN SALES
✶
#2
TOP TRENDING VIDEO ON
TIKTOK CANADA
EDELMAN P. 040 Y024
KNORR TAPS INFLUENCERSTO INTERSECT
FANDOMS AND DRIVE SALES

41. EDELMAN P. 041 Y024
FLIPPED THE SCRIPTON FANDOM WITH LULULEMON

42. 89% 73K
62%
POSITIVE SENTIMENT GROWTH
CREATOR CONTENT
ENGAGEMENTS
INCREASE
IN BRAND
ENGAGEMENT
#1
SHARE OF
VOICE IN DUPES
CONVERSATION
✶
Lululemon’s brilliant
dupe strategy should be
duplicated by every brand
Lululemon offers free Align
leggings at first ‘dupe swap’
EDELMAN P. 042 Y024
FLIPPED THE SCRIPTON FANDOM WITH
LULULEMON
✶

43. EDELMAN
2. NURTURE FANDOM AROUND
YOUR BRAND/PRODUCT
1. ADD VALUE TO AN EXISTING
FANDOM

44. EDELMAN
Discoverers Explorers Community Fan Active Creator Super Fan
RECIPROCITY IS KEY
Champion Advocacy –
reward dedication with
early access, exclusive
content, membership
perks, etc.
MASTERY, SOCIAL CONNECTION, COLLECT, IDENTITY INCREASE IN IMPORTANCE
Drive engagement -
Bring people in by being
an active brand across
fandoms and
communities of passion.
Spark Connection -
Enable discovery of
brand lore and
knowledge. Allow
people to get deep into
the brand and its
nuances.
Make them feel special
– engage directly with
new fans to deepen
their sense of identity
and connection. Use
their content, tag them
on social, etc.
Empower Creation –
facilitate co-creation
opportunities to allow
fans to express
themselves and have a
sense of ownership

45. H O K A I S T H E F A S T E S T G R O W I N G
R U N N I N G B R A N D I N T H E W O R L D
HOKA’s FAN ZONE is social space for consumers to get up close and
personal with HOKA athletes, design their own fan gear, enter for a
chance to win shoes, swag and gear, and run with their fellow
fandom/community.
EDELMAN P. 014 Y024
BRAND FANDOM

46. M A S T E R S I N F A N E N G A G E M E N T
LEGO WORLD BUILDER is an online community where users can create
worlds as an ‘Architect’ on the platform and have others contribute to
their world.
LEGO actively engages with users with “building prompts”. Where users
participate in small builds around a proposed topic or theme. The
creation of these worlds can become actual Lego products.
EDELMAN P. 014 Y024
BRAND FANDOM

47. M A S T E R S I N F A N E N G A G E M E N T
BRAND FANDOM
LEGO® Fortnite® a game of exploration, building with Lego bricks, and
crafting items (like pickaxes and torches). Players take on the role of a
little Lego hero character. They gather resources, build structures, tools,
and weapons, and explore a huge open world.
They’ll also interact with other Lego characters who will join their group
and help them out with missions.
EDELMAN P. 014 Y024

48. EDELMAN
2. ACTIVE BRANDS WIN WITH
FANS
1. FANDOM IS CULTURE
3. DEEPEN CONNECTION
THROUGH THE 5 STAGES
OF FANDOM
4. FEED FANDOM VIA
PSYCHOLOGICAL DRIVERS

49. EDELMAN P. 049 Y024
THANK YOU