Gone are the days of “spray-and-pray” marketing. In today’s landscape, the most effective brands aren’t trying to appeal to everyone with one-size-fits-all campaigns. Instead, they’re building deeper connections with the right audiences to foster lasting cultural relevance, loyalty, and growth.
To unpack the strategy and impact behind this approach, GALE Managing Director, Creative, Josh Braithwaite brought together three marketing leaders and one Olympic athlete at Stagwell’s Sport Beach during Cannes Lions 2025. The panel featured H&R Block VP of Brand, Content, and Insights Wendy Fitch; MilkPEP CEO Yin Woon Rani; Old Dominion Freight Line (ODFL) VP of Marketing & Communications Dick Podiak; and snowboarder and entrepreneur Scotty James.
At first glance, the products, services, and experiences these panelists represent don’t seem niche at all–nine out of 10 U.S. households have milk in the fridge and 160 million Americans file taxes annually, for example. With such broad usage, it might seem logical for these marketers to cast the widest net possible. But in today’s saturated landscape, broad appeal isn’t enough. Cutting through the noise requires connecting with the audiences who can help break through—by zeroing in on distinct, motivated segments and building relevance that resonates deeply and drives real growth. As Fitch put it, “When you stand for everyone, you stand for no one.”
That’s where the power of niche comes in. While the audiences varied—Gen Z gamers for H&R Block, women runners for MilkPEP, freight-line decision makers for ODFL, and snowboarding fans for James—the common thread across each panelist’s approach was a commitment to authenticity and insight-driven connection.
For James, that means leveraging social media and content creation to give his community an intimate, behind-the-scenes look at his life. What he describes as “giving people access to my camera roll” has helped him cultivate a genuine connection with his fanbase—and grow it. ODFL has also leaned into relationship-building as a growth strategy. With partnerships across more than 40 colleges and universities, including a sponsorship of ESPN’s College GameDay, ODFL offers immersive sports experiences that resonate with its niche audience of freight-line workers–of which there are only a few thousand in the U.S. These activations move far beyond transactional interactions, creating space for deeper conversations and more meaningful brand relationships.
Across the board, the panelists emphasized that successful niche marketing starts with real audience insights. Given that milk has been fueling athletes for thousands of years–making it the original sports drink–MilkPEP, in 2022, began sponsoring women runners at major marathons. After working with women runners in this capacity and learning how their wants and needs weren’t being met in existing marathons, MilkPEP then launched Every Woman’s Marathon—the only U.S. marathon created by and for women. As Rani noted, “There is a universality if you are hitting a true insight for that community”—a principle that guided each panelist’s approach to resonating deeply with their audiences.
H&R Block applied the same principle to Gen Z. Learning that 65% of this audience spends more than three hours a day gaming, the brand launched tax-themed activations in Minecraft, Roblox, and other platforms to connect with Gen Z gamers, in particular. The results have been remarkable—these branded experiences have outperformed others by more than 2x and helped drive relevance and awareness among a generation H&R Block aims to turn into lifelong customers.
In a world where trends shift constantly, many brands chase what’s flashy instead of what’s meaningful. But the panelists showed that long-term investment in niche communities pays off. For instance, MilkPEP’s ongoing support for women runners has played a major role in reversing nearly two decades of declining dairy milk sales. As Fitch pointed out, real impact takes time: “Patience is a virtue, especially in this space, and it’ll pay off in the long term.”
For brands hoping to tap into niche audiences to fuel growth, the panelists offered a clear roadmap. “Meet them where they’re at,” said Rani, emphasizing the importance of showing up in the right spaces. James stressed consistency: “Understand them and be consistent. When you’re consistent, people know what they’re going to get.” Podiak added, “Know your target. And then tap into their passion points.” And while focusing on a niche may feel risky, Fitch encouraged brands to lean into that discomfort: “If it scares you, that’s a good thing.”
The panel made one thing clear: niche isn’t limiting—it’s where real brand power is built. By deeply understanding their audiences and showing up with relevance, consistency, and authenticity, the panelists are turning focused strategies into scalable impact.
