We are thrilled that Fifty has been shortlisted at the Global Digital Excellence Awards 2026 in the category of Standout Use of Data, alongside our brilliant partners at England Rugby for the Red Roses Rugby World Cup Campaign.

This nomination celebrates our work on a project that combined cutting-edge audience intelligence with agile omnichannel execution to transform interest in women’s rugby into real-world fandom and grassroots participation.

Being shortlisted at GDEA 2026 is a proud moment for our team, reflecting both what can be achieved when a bespoke data strategy aligns directly with cultural legacy and our ongoing commitment to transforming how sports brands connect with audiences through deep data intelligence, contextual targeting, and impactful media activation.

Who We Are: Pioneering Audience Intelligence at Fifty

Fifty helps brands build proprietary audience intelligence and put it to work across media, marketing and AI to find new sources of growth, make better decisions and build stronger audience relationships over time. Combining a proprietary behavioural dataset developed over more than a decade with network science, AI and specialist human expertise, Fifty decodes complex human behaviours by identifying the exact digital communities and cultural passion points that drive human interest.

By mapping true audience passions, digital behaviours, and interconnected cultural tribes using complex network science, Fifty enables brands, agencies, and rights holders to understand their true target audiences, deploy highly relevant omni-channel media strategies and thus engage key consumer groups.

From major sports organisations to global enterprises, our data-led approach helps brands navigate complex landscapes with clarity and confidence, ensuring that every campaign delivers genuine cultural resonance.

Bespoke Audience Intelligence in Action: Red Roses Rugby World Cup Campaign

The Red Roses campaign aimed to systematically build deeper brand love, accelerate sports participation in rugby, and convert fans during a once-in-a-generation event, the 2025 Rugby World Cup, into long-term ticket buyers for the subsequent Six Nations campaign.

To achieve this, our strategy was powered by Fifty’s bespoke audience intelligence to unlock deep behavioural insights and map distinct interest groups. Rather than relying on traditional sports targeting, Fifty uncovered unique digital tribes, including ‘Big Eventers’ and ‘Exploring Women’s Sports’.

Using these custom audience profiles, we executed a full-funnel activation strategy designed to capture interest, build emotional connection, and drive direct action.

The campaign delivered benchmark-shattering results:

• Definitive Meta Brand Lift Impact: Achieved an extraordinary +23.5 point lift in ad recall and a +21.5 point lift in standard brand awareness, far surpassing industry benchmarks.
• Cultural Perception Shift: Achieved a +9.8 point perception shift in agreement that “rugby is a sport for young girls and women”, surpassing regional and entertainment benchmarks with >99.9% statistical probability.
• Grassroots Action & Participation: TikTok exceeded performance forecasts by driving over 18% more clicks than planned, generating high-intent traffic to local club sign-up hubs and community registration pages.

What Being Shortlisted Means to Us

Being shortlisted at the Global Digital Excellence Awards highlights the dedication of our teams who strive daily to push the boundaries of audience intelligence, translating it into real societal impact for clients like England Rugby.

When data is used to genuinely understand human motivations, campaigns can

transform perception, drive action, and build lasting brand equity.

“As a sports organisation, having a media partner who understands both our audience and the data behind the decisions is critical. The team at Fifty have been a long-term partner, using insight-led planning to help us make better, more impactful media choices, helping us to grow the game and drive attendance for both the men’s team and the Red Roses. They’re a great team and I would recommend working with them.”

– Head of Consumer Engagement at England Rugby

Our shortlist validates that data-driven marketing doesn’t just drive commercial metrics, it can inspire positive cultural shifts, empower young girls, and build inclusive communities.

Read the full case study here: https://fifty.io/blog/england-rugby-rfu-inspires-new-generation-of-fans-and-players-ahead-of-womens-rugby-world-cup-2025.

Industry Insights & Predictions for Digital Marketing

As digital marketing continues to evolve, our experience on the Red Roses campaign points to critical shifts shaping the future of our industry:

1. Proprietary Audience Intelligence as a Growth Engine: Brands that rely solely on Off-the-shelf segmentation or siloed platform-based definitions of their audience risk fragmenting their understanding and siloing their engagement, missing opportunities to drive growth, and build longer term fandom. To unlock true growth, marketers need a proprietary audience layer that provides a consistent foundation across media, marketing, and AI.
2. Value-Driven Storytelling with Cultural Resonance: Modern consumers, particularly in sports and entertainment, respond to purpose and authenticity. Aligning brand storytelling with social impact and community passion points creates deeper, lasting brand equity.
3. Making Every Channel Work Harder: Modern campaigns must carry a single strategic audience understanding across every media environment, seamlessly connecting top-of-funnel brand building with immediate, intent-led action to maximise both impact and commercial ROI.

Connect with Fifty

Interested in learning how custom audience intelligence can transform your brand’s performance?

• Website: Fifty
• Book a Demo: Contact Fifty
• LinkedIn: Fifty on LinkedIn
• Instagram: Fifty on Instagram
• Email: [email protected]