The Fandom Advantage: Turning Customers into Believers
- Article
- 5 MIN READ
- Oct 16, 2025
-
Apply DigitalStaff
Summary
At Advertising Week, one theme cut through the noise of technology demos and marketing jargon: fandom. Across industries, leaders are realizing that traditional loyalty mechanics—such as points, promotions, and personalization—are losing their effectiveness. Consumers aren’t just buying; they’re belonging. Fandom is beyond this, it’s creating an environment where customers feel a deep connection with a brand and see themselves as a part of its community.
In a panel hosted by Dennis Claus, VP Strategy at Apply Digital, Stephanie Rodgers (CMO, San Francisco 49ers) and Daisy Boateng (Head of Global Brand Engagement, IT Cosmetics) explored how brands can move beyond transactions to build real love and loyalty. The message was clear: fandom is not about moments of hype, but sustained meaning.
The Fandom Advantage is Real
Sports teams have always understood something that brands often forget: loyalty is built through repetition, emotion, and shared identity. Fans forgive a bad season because they see themselves in the team. The same dynamic is now reshaping consumer behavior.
“Everything we do should be within two degrees of revenue,” said Stephanie, describing how the 49ers view fandom as both emotional and economic. “Fandom drives engagement, engagement drives viewership, and viewership drives monetization. It’s all connected.”
For Daisy, that emotional connection is just as measurable. “In beauty, fandom is personal. When a customer says our product changed their life, that’s not sentiment—it’s advocacy,” she said. “Those stories spread faster and more authentically than any paid campaign ever could.”
The takeaway: fandom isn’t soft power. It’s a lasting benefit that reduces price sensitivity, increases retention, and transforms customers into lifelong evangelists.
From Flash to Foundation
Dennis opened the conversation with a provocation: marketers still chase short-term campaigns or viral stunts —Barbie-style partnerships, celebrity stunts, viral trends—but true fandom is built in everyday interactions. “Sports teams don’t win fans with one campaign,” he said. “They earn them through small moments, every day.”
Both panellists agreed that consistency beats spectacle. Stephanie described how the 49ers are grounding their brand in a “history of innovation,” connecting generations of fans without alienating newcomers. “Legacy doesn’t mean static,” she said. “It means knowing who you are, so you can keep evolving.”
Daisy echoed that with It Cosmetics’ origin story. Founder Jamie Kern Lima built the brand after struggling with rosacea live on air. That authenticity remains its core differentiator. “We decided to be proudly Gen X,” Daisy said. “Our influencer squad, the It Girls, are all over 40. We’re showing that confidence and community don’t expire.”
Connection, Not Just Customization
Today’s brands can personalize at scale, but personalization is not the same as connection. True fandom depends on making people feel seen and valued, not just targeted.
The 49ers focus on recognition and access rather than discounts. “Fans don’t need 10% off—they need to know they’re part of something bigger,” Stephanie said. Similarly, Daisy’s team invests in local events and sharing real customer stories, and campaigns that highlight real customers. “We still get handwritten letters,” she noted. “That’s how we know the fandom is real.”
Inclusion, Authenticity, and Purpose
Both brands also tie fandom to purpose. The 49ers spotlight diversity across their organization—from deaf cheerleaders signing the national anthem to inclusive community programs. At It Cosmetics, campaigns celebrate real skin and choice, featuring advocates like Paige, who has a port-wine stain. “We don’t tell people what beauty should look like,” said Daisy. “We give them the choice to show up however they want.”
The New Playbook for Brands
The insight from all three leaders was clear: fandom isn’t something brands can buy—it’s something they build. It demands sharing stories that matter, paying attention to their audience, and improving over time.
The next generation of brand growth won’t come from chasing cultural moments—it will come from creating them, authentically and repeatedly.
At Apply Digital, we see fandom as the next stage of customer experience maturity. When brands combine emotional intelligence, purposeful design, and data-driven strategy, they drive conversion and create belief.
Build Fandom the Right Way
Fandom is already driving measurable results for teams that approach it with intention and structure. The difference between a viral moment and a cultural movement comes down to readiness— knowing what your brand stands for, give fans ways to engage and keep them coming back with meaningful experiences.
Our upcoming Fandom Advantage Report dives deeper into the research behind this session and outlines how brands can design experiences that turn customers into believers.
Partner with us
Together, we can deliver innovative solutions and drive your digital change journey.
Keep Learning
Empowering D2C Growth: Growing Digital Orders to 41% in Six Weeks
In today's rapidly evolving digital landscape, companies face a pivotal choice: adapt and innovate, or risk being left behind. Today, consumers, particularly Millennials and Gen Z, prioritize wellness spending.
Kraft Heinz TasteMaker
Learn how Apply Digital partnered with Kraft Heinz to revolutionize content creation, reduce time-to-market, and drive personalized experiences across 100+ brands.