Digital Debrief: The Impact of the 2024 Olympics 8.28.2024

Paris 2024

The 2024 Paris Olympics highlighted the powerful role of social media in amplifying the event's cultural impact, with viral moments driven by athletes and unexpected figures alike. Platforms like TikTok allowed athletes to connect directly with fans, creating memorable content that extended beyond their sports performances. Social media also became a support network for athletes, while user-generated content and brand engagement played a crucial role in spreading the Olympic spirit globally. This underscores the importance of digital strategies that leverage athlete-driven content, viral moments, and organic user engagement.

The Olympic Games ran from July 26 through August 11, seeing an impressive 67.6M mentions across social and news platforms ( Meltwater ). Additionally, Peacock saw immense success, as users streamed 23.5 billion minutes of Olympics coverage, up 40% from all previous Summer and Winter Olympics combined. WBD also surpassed over 215 million viewers across Europe, up 23% from Tokyo 2020, on all platforms (Sports Pro Media ).?

Influencer Activations:?

NBCUniversal ’s bold media plan for the 2024 Paris Olympics—sending 27 influencers in partnership with Meta, Snapchat, and others—was meant to hook Gen Z and Gen Alpha. But the real stars of the show were the athletes and celebs like Snoop Dogg, whose authentic content stole the spotlight.?

For example, Gen Z and Alpha audiences were drawn to content from athletes like USA rugby star Ilona Maher, who shared witty behind-the-scenes moments, and Norwegian swimmer Henrik Christiansen, who went viral for his love of Olympic Village treats. Olympic shooters Kim Yeji, Yusuf Dike?, and American gymnast Stephen Nedoroscik also captivated viewers with their unique personalities. Meanwhile, Snoop Dogg’s entertaining commentary became a social media hit, showing that audiences prefer genuine, relatable content over influencer-driven posts.

The key lesson for influencer marketing? Authenticity and relevance matter more than big follower counts. Audiences crave real, insider perspectives, so focus on influencers who are genuinely connected to the event or product, not just popular faces.

More on Fan-Favorite Moments –

Gymnastics

Across conversations with colleagues and friends and a dive into the online buzz, it's clear that the men's and women's gymnastics events were top highlights of the Games. From the inspiring mental and physical resilience displayed by Suni Lee, Simone Biles, and Jordan Chiles to Stephen Nedoroscik’s viral moment as the 'Clark Kent ' of the pommel horse, the US team's performance was nothing short of extraordinary.

Moreover, Brazilian gymnast Rebeca Andrade emerged as a formidable force, giving Simone Biles one of her most challenging moments and cementing her status as an incredible talent on the world stage.

Simone Biles and Jordan Chiles’ heartfelt bow to Rebeca Andrade during the medal ceremony was a powerful gesture of respect and sportsmanship, recognizing Andrade's exceptional talent and acknowledging that her gold-winning floor routine was truly deserving of the highest honor. This moment, now iconic, beautifully captured the spirit of camaraderie and mutual admiration that defines the Olympic Games.

Now, back to our regularly scheduled programming:?

Artificial Intelligence (AI) & Search?

• My colleague Clayton Durant , Director of Emerging Media & Platform Strategy at MikeWorldWide , speaks to five lessons learned leading AI adoption and implementation strategy and how to turn AI doubters into believers in PR WEEK. ?

Marketing, Influencer & Advertising?

• Grey Goose has partnered with tennis star Frances Tiafoe for a fashion-focused campaign around the US Open, featuring a social media content series and a giveaway for premium seats at the tournament. The campaign, which highlights Tiafoe's style and includes prominent spots in New York City's Times Square, aims to strengthen the brand's connection with fashion-conscious consumers while celebrating 18 years as the official vodka partner of the US Open.

• Vitaminwater 's "Paint Your Rent" campaign invites consumers to use their favorite Vitaminwater flavor as design inspiration for a living space makeover. It offers a chance to win free rent for a year and custom design services. The campaign taps into rising rent prices and the #dopaminedecor trend, aiming to boost brand loyalty by connecting with consumers' desire for vibrant, mood-enhancing interiors.

• Taco Bell is expanding its cultural branding internationally by launching initiatives like Encore Hours in the UK, which keeps select restaurants open late for music fans, and exporting successful US programs like Feed The Beat. The brand's strategy leverages local insights and cultural trends to build relevance and grow its presence in global markets.

• After the success of his previous campaign, Calvin Klein launched a second campaign featuring actor Jeremy Allen White that generated $74 million in media impressions and a 30% increase in underwear sales. This new installment, showcasing White in the brand's fall 2024 collection, is part of PVH Corp.'s ongoing strategy to boost brand value and consumer engagement.
• General Mills has partnered with Travis and Jason Kelce to create a new cereal called Kelce Mix, combining their favorite General Mills cereals, which will be promoted through a multi-part content series featuring "Cereal Training Camp" challenges. The campaign, launching in mid-September with TV and online ads, aims to engage cereal enthusiasts and sports fans, leveraging the popularity of the Kelce brothers and their "New Heights" podcast.

Social Media

LinkedIn:?

• LinkedIn has introduced in-feed video carousels featuring side-scrolling displays of algorithmically matched video clips that lead to a TikTok-style full-screen feed to boost engagement and appeal to younger users. While video content is growing on LinkedIn, it is still uncertain whether this format will resonate with the platform's professional audience.

Meta:

• Instagram ’s new feature, which allows comments on stories that are visible to all viewers, aims to boost interaction and engagement on the platform, providing marketers with an additional tool to increase visibility and foster community discussions around their content, ultimately enhancing reach and strengthening audience connections.
• Instagram is testing a new integration with Spotify, allowing users to share the music they're currently listening to via IG Notes, potentially positioning Instagram as a critical platform for music discovery if TikTok exits the US market. There’s a significant opportunity for marketers to leverage music trends within Instagram, tapping into user interests and enhancing engagement through culturally relevant content.
• Instagram Chief Adam Mosseri shared tips to improve content performance , including reposting Reels to Stories to slightly boost reach and prioritizing the larger account as the originator in Collab Posts for better engagement. For marketers, these strategies offer subtle but effective ways to enhance visibility and optimize content, which is particularly useful as we approach the holiday shopping season.

TikTok:?

• TikTok launched an in-app experience to promote Sabrina Carpenter's new album, featuring exclusive fan content and a "Fan Spotlight" carousel, reinforcing TikTok's role as a key platform for music promotion and fan engagement. Marketers should consider TikTok's power in driving music discovery and pop culture campaigns.?
• TikTok now allows users to create AI voiceovers using their own voice, offering personalized voiceovers for videos and enhancing brand authenticity and engagement through custom, brand-specific voices in content creation.

X:?

• X has introduced advanced analytics tools for verified organizations, enabling users to track keyword trends and conversation velocity and offering more profound insights into audience engagement and market shifts directly within the platform. However, the high cost and the platform's declining reputation may limit the appeal of these otherwise valuable features.?

Stay tuned for the next Digital Debrief , and don’t forget to subscribe!?