Creating a winning Olympic campaign: 5 tips to ensure yours goes the distance

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Creating a winning Olympic campaign: five tips to ensure yours goes the distance
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With the Olympics kicking off this week, all eyes are on Rio as the world’s best athletes compete for prized medals and international acclaim. For marketers across the globe, the games present a key opportunity to connect with consumers, while simultaneously building momentum for the event itself. Following London 2012, for example, major brands such as John Lewis, BT and Adidas revealed that their Olympic campaigns drove significant sales’ increases. Four years on, and marketers are hoping to experience a similar level of success. So how can brands win gold for this year’s campaigns? Here are our top tips:

  1. Target the right audience. As all marketers know, successful campaigns hinge on being able to deliver the right content to the right person. It’s therefore vital to build a comprehensive profile of those you’re looking to target and ensure you’re sending them interesting and relevant content. Brands need to go beyond straightforward techniques and build a ‘high definition’ view of the consumer based on accurate data, combined with contextualised, high quality and precise behavioural insights, to really understand what will resonate with their target audience. For Rio 2016, for example, Blis is working with one of the UK’s largest drinks brands to drive sales, and has defined its target audience as Olympic fans and 18-34 year-old male ‘tribal drinkers,’ – the strategy is therefore tailored to address the specific interests and behaviour of this cohort.

  2. …In the right location. Location data provides marketers with a wealth of contextual information, and indicates key consumer patterns. In many ways, where you go defines who you are – location and the physical customer journey is the single overriding factor that can define an audience and its behaviours. With Olympic campaigns it can reveal if someone is in a pub, a gym, Rio, a sports event etc. – hugely valuable information when looking to gain insight on your target audience, and enables brands to ensure that adverts land in a responsive environment.

  3. …At the right time. As well as delivering the right content to the right person in the right location, it is also essential to do so at the right time. This is particularly important with events-based campaigns, where medals can be won or lost in the blink of an eye, dramatically impacting national mood. Targeting ‘tribal drinkers’ during a key Olympic event, while they’re in the pub, for example, is likely to generate far higher returns than targeting them at 8am, on their way to work.

  4. …With the right creative. Once you’ve built a comprehensive profile of your target audience and know where and when to target them, it’s important to make sure your content will resonate. With ‘tribal drinkers’ and Olympic fans, we know that they’re liable to be engaged with the events in Rio, and can therefore build excitement for the games by distributing Olympic content. As gaming, mobile and social are very popular with this audience, the campaign brings together all of these features in an interactive and engrossing experience. Through this approach, brands are able to connect through the users’ passion point into product purchase. This also allows for engaged and profiled users to be sequentially re-targeted with store-driving ads when near brands’ stockists, helping to convert even more users into purchasers.

  5. Measure your results. To fully evaluate the success of your campaign, it’s essential to have the right measurement tools in place. For a fully comprehensive campaign analysis, brands should focus on three key things:
  • Creative perception, brand uplift and purchase intent;
  • In-store footfall and footfall frequency uplift percentage from the campaign;
  • ROI based on actual product purchases

By analysing these core elements in real-time, marketers can build an in-depth understanding of how their campaign is working, identify any potential areas for improvement, and use these detailed insights to live-optimise campaigns and enhance strategy moving forwards.

The Olympics are an exciting marketing platform for brands because they offer so many values and stories around which to tie our mobile marketing efforts in ways which are both relatable and personal.

Let the mobile games begin!

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