With the 2016 Rio Olympics commencing tomorrow August 5th, LiftMetrix conducted an analysis of the social content that Team USA domestic sponsors have published over the past two weeks to find out which which brands are seeing the most social success. From July 20 - August 3, 2016, Team USA domestic sponsors geared their social content surrounding the Olympics towards celebrating the athletes’ endurance and accomplishments, yet making them seem more relatable to social audiences.
Nike’s Unlimited Future Campaign video captioned “Champions aren’t born. They’re made. #justdoit” scored the top post on Instagram and Twitter among Team USA’s domestic partners. Across Facebook, Twitter and Instagram, the video post captured nearly 400K social actions (likes, shares, comments, retweets) and over 1.8 million video views.
United Airlines’ Facebook video post of its new commercial ‘One Journey. Two Teams.’ dominated on the platform with over 125K social actions (likes, shares, comments) and 7.7 million video views.
Chobani also saw social success on Facebook, claiming seven of the top 10 spots with its #NoBadStuff campaign. Chobani partnered with Olympians to showcase its sponsorship of the Olympics, as well as show its social audience what’s fueling and refreshing these Olympians. The posts also included links to learn more about each of these Olympians. During the July 20 - August 3, 2016, time period. Chobani captured nearly 170K actions on its Facebook posts utilizing this social strategy.
On Twitter, Kellogg’s and Smuckers scored the highest socially engaged posts behind Nike, both of which were retweets. While Kellogg’s was a retweet of the office Olympics account’s countdown to Rio 2016, Smuckers employed the same strategy as Chobani and formed partnerships with Olympic athletes to promote their product and causes.
Retweet to support!!! For every tweet using #PBJ4TeamUSA, @smuckers will donate $1 to #TeamUSA! #ad 👍🏻🇺🇸💙
— Alexandra Raisman (@Aly_Raisman) July 26, 2016
By identifying viral and top performing posts in real-time, brands can tailor their social strategy and boost organic posts to gain more traction and traffic. LiftMetrix will be presenting a webinar on August 25, 2016 that will recap the Olympics, including best practices and rankings of the top sponsors and teams on social. Register by clicking here!
