The Challenge
3on3 Basketball, a fast-growing brand in the basketball space, struggled to compete with trending content on platforms like TikTok, Instagram, and YouTube. The overwhelming volume of social media posts made it nearly impossible for their marketing team to identify meaningful trends. As a result, their campaigns were often reactive, missing opportunities to engage key audiences like young parents and basketball enthusiasts.
"Our top-line growth relies on expanding market share, and to do that, we need to tap into novelty and emerging trends that capture consumer interest." - Ned Ivanovic, President at 3on3 Basketball
granularity case study
The Solution
The marketing team turned to Granularity, an AI-driven trend analysis platform. By leveraging Granularity’s ability to combine real-time data from Instagram, YouTube, TikTok, and Google with historical sales data, they could pinpoint emerging conversations in their niche. Granularity identified the rise of inclusive sports and women celebrities in basketball, helping the team tailor their campaigns to resonate with these trending topics.
Granularity’s personalization tools also allowed the team to refine their strategy, focusing on topics relevant to their target demographic. This shifted their approach from reactive to proactive, putting their content ahead of the curve and boosting visibility.
"It was cool to have our team build a campaign and realize it lined up perfectly with what people were talking about. It made connecting with our audience easier. And we could see it in the engagement."
trends in categories athleisure and energy drinks
Access to Consumer Market Data
Obtaining consumer data is significantly more powerful than making assumptions about the market. For the 3ON3 Basketball team, Granularity automated the analysis, saving them time and providing precise market insights.
3on3 Basketball Category:
Focus Areas: Growth of 3on3 basketball globally and in North America, general growth of basketball.
Topics: 3on3 Basketball, FIBA, NBA, Basketball, Dew NBA 3X.
Geography: Canada, USA, Global.
Platforms: Google Searches, YouTube, TikTok, Instagram.
Women’s Sports Category:
Focus Areas: Growth of women’s sports, demonstrating benefits of sponsoring women’s teams.
Topics: Women in sport, Women’s Sports Foundation, women’s basketball, WNBA, PWHL, NRLW, WPLL.
Geography: Canada, USA.
Platforms: Google Searches, YouTube, TikTok, Instagram.
The Results
By aligning their content with these emerging trends, [Client Name] achieved:
33% increase in website traffic compared to prior campaigns.
58% increase in newsletter clicks on trend-driven content.
Enhanced engagement with their target audience, including young parents and basketball enthusiasts.
Granularity Case Study - predicting trends
Why Granularity?
Access to a wide range of data sources, including Instagram, YouTube, TikTok, and Google.
Ability to personalize topics and retrieve data across various subjects, ensuring campaigns stay relevant.
Integration of real-time insights with historical data, enabling smarter, faster decision-making.
With Granularity, 3on3 Basketball transformed their marketing strategy, making data-driven decisions that positioned them as leaders in their niche.
"I love that I don’t have to jump between three or four different platforms to figure out what people are talking about. Having everything in one place, with trends already surfaced for me, makes it so much easier to focus on creating campaigns and content."