Now that the Games are over, here are some of the brands that scored big in the social engagement event for their Olympics marketing campaign. First, the medal winners. No surprise that they are all athletic apparel brands that had a lot at stake during the Olympics.
Team USA sponsor Nike captured the gold medal by having the highest total engagement score. Their success was driven by two key reasons – the popularity of their new Unlimited campaign videos, which they unveiled the day before the Olympics started; and the size of their social following. On Instagram alone, Nike has over 60 million followers. During the Olympics, Nike’s 13 Olympics-related posts on Instagram averaged over 265k likes each!
adidas took the silver medal, despite not being a sponsor. They took advantage of the modified Rule 40, which required them to begin their Olympic marketingcampaign in late March, and demonstrated consistent activity before and during the Olympics with their #SpeedTakes campaign. Starting in late March, adidas averaged over 75k likes for each of their 66 #SpeedTakes posts on Instagram.
Bronze: Under Armour
Another non-sponsor, Under Armour took the bronze medal for total social engagement by also taking advantage of the modified Rule 40. Their Olympic campaign featured high-profile stars like Michael Phelps and the US Women’s Gymnastic Team. Posts featuring Michael Phelps during the Olympics, in particular, garnered high levels of engagement.
Here are three other campaigns worth mentioning…
Olympic sponsor Samsung took the fourth spot in the overall contest with their #DoWhatYouCant Olympics campaign. Their efforts primarily focused on the Facebook platform, where they have a large audience of over 42 million followers. Two of their Facebook posts had over 340k likes each!
Despite not having nearly as large a social following as other brands, Olympic sponsor Omega had an impressive level of social engagement for their Olympics marketing campaign, #RecordingDreams, (they have a little over 1 million followers on Facebook and just over 700 thousand followers on Instagram). The success of Omega’s campaign was a result of a high volume of activity (294 posts) that was supported by a solid level of engagement (averaged above 2k likes per post). Omega’s engagement was fairly balanced across Instagram and Facebook.
Team USA sponsor Chobani racked up a solid total engagement score with their #NoBadStuff campaign, which featured Olympics stars like Jordan Burroughs, Ashton Eaton, Allyson Felix and Alex Morgan. Unlike the other top finishers that received a lot of engagement on Instagram and similar to Samsung, the vast majority of Chobani’s engagement came from Facebook, where they have close to 1.3 million followers.
The Rio Olympics are over, but there’s still plenty of action in our comprehensive post-Olympics marketing report. You’ll learn why Nike won gold, which social channels dominated, and which approaches proved successful for boosting social engagement. Download your copy of the report now to see how you can leverage these tactics to earn gold for your marketing campaigns.