How Brands Find New Audiences As Media Habits Shift

Brands are always on the hunt for new audiences.

At ADWEEK’s Mediaweek event in New York last week, executives from Coca-Cola’s Bodyarmor Sports Nutrition and news publisher The Shade Room discussed how they’re expanding their audiences by working with influencers and staying on top of changes to content distribution on social platforms.

As a sports drink, BodyArmor has traditionally leaned into athletes as spokespeople. But increasingly, its testing out influencers and media partnerships beyond its core demographic, said chief marketing officer Tom Gargiulo.

“In the past, we’ve been very much reliant on leveraging our athletes to be our core influencers—we still do that, and it’s still a very important part of our strategy,” he said.