Make the US Olympic Committee’s digital communications feel as relevant during lesser-known competitions as they are during the Olympics.
Whether it’s the Opening Ceremony or the “off-season,” the USOC needs to connect with its community around moments that matter to them.
From Sochi to the FIFA World Cup to Rio de Janeiro, a fan-centric approach to supporter engagement drove fundraising and increased engagement across channels.
Similar to how Team USA athletes never stop training, the USOC does its most important work in the off-season.
Starting with paid-media campaigns during the Vancouver Olympic Winter Games and London Olympic Games, we worked with the USOC to hone its social media, email, and digital fundraising programs. Armed with a user-centric approach to audience engagement, the USOC was able to connect with supporters around moments that matter to them.
During the Sochi Games, we ran digital rapid response for the USOC, including a breaking news email program that updated fans on Team USA’s athletes in Russia — a companion for anyone watching the Games from home. Integrated with the USOC’s social strategy, the program engaged fans with the inside scoop straight from Sochi slopes and skating rinks. A dedicated team produced high-performing, graphic-heavy creative that drove more engagement and donations than the London 2012 program.
Coming off of a successful Sochi engagement, we partnered with the USOC to run social community management during the 2014 FIFA World Cup to support the U.S. Men’s Soccer Team in Brazil. Not only did one of our posts outperform all previous content on Team USA social channels, but we also brought new people into their universe on email and social by running successful acquisition campaigns during matches, and engaged fans by asking them to share their best #USAGoalFace.
Team USA’s fans range from those with a passion for a single sport, to Olympic die-hards, to patriots who love the American flag. Our paid and organic acquisition strategy focused on reaching fans with what interests them most, whether that’s gymnastics or a specific soccer player.