Fuse hit the ice to gather insights for CCM’s new marketing
Hockey powerhouse CCM was building a new campaign strategy and needed to ground it in consumer insights. CCM wanted to understand how various consumer segments experience and perceive hockey. Of special interest were the attitudes of today’s young players and the criteria youth players use when purchasing hockey equipment.
Fuse conducted interviews with both avid and casual players ranging from 7 – 14 years old, as well as hockey parents, worldwide retailers, CCM stakeholders, and other cultural influencers.
With these broad range of perspectives, Fuse was able to identify what micro and macro trends were impacting the sport and identified opportunities that could be integrated into CCM’s new marketing strategy. Those insights became the foundation for CCM’s new campaign, driving their goal of continuing to gain market share and strengthening their position in hockey.