DadCoaches

Description of their identity

"Dadcoaches" represents a network of profiles consolidated by a group of men from 45 to 60 years old who expose their identity to a father figure who serves, at the same time, as a "cheerleader" and as a "coach" of their children. Specifically, said tribe is characterized by showing itself on socio-digital platforms in the following ways:

1. Exposure to their role as the primary driver of their children's sporting passions.
2. Manifestation of the present and involved relationship with their family by sharing quality moments with them.
3. Demonstration of the sports "indoctrination" imparted to their children from a young age, as well as celebrating their achievements and awards in sports.

Gender

100% Men

The gender information comes from the metadata of the study conducted. It does not define the identity of the users; other genders are not excluded.

Conversation Topics

Sports drive, family, quality time, travel, tournament ratings.

Brands who they follow/interact with (LATAM)

Mundo coches, comuneros race, Maria Walker, Kamila Jorge, Lisa Wend, Esther A.

Brands who they follow/interact with (Global)

ESPN, UFC, Inter Miami CF, Major League Soccer, CrossFit Games, UFL.

What hurts or causes them conflict

It is the two persons that the tribe represents—the father and the coach—who are directly responsible for the suffering that the tribe is experiencing. Because of this, they are working toward the goal of achieving a balance between the two positions without sacrificing any one of them; in other words, they are trying to establish themselves as "good parents" and "efficient coaches," respectively. The challenge or the anguish rests inside this component.

Kind of Stories consumed by the tribe

Members of the tribe seek chances to meditate as a family with their children, which not only allows them to have fun together but also reinforces the father image connected with athletics. Entertainment and social media accounts that offer information and storylines about happy families and sports are viewed as venues for people to continue building emotional and athletic spaces with their families.

Google Ads Keywords

"quality family time," "family and sports activities."

Facebook Ads Targeting

Brands and campaigns that may address this consumer tribe:

Sport Ervaring