The Marketing Pulse: Olympic Marketing Campaigns

Are you ready for the 2024 Paris Olympics? This global spectacle is not just about the competitions but also an incredible opportunity for brands to get creative and connect with audiences worldwide through Olympic marketing.

Are you ready for the 2024 Paris Olympics? This global spectacle is not just about the competitions but also an incredible opportunity for brands to get creative and connect with audiences worldwide through Olympic marketing.

Over the past few weeks, we’ve been Pulsing our communities in the UK and the US about all things Olympics. We’ve gathered some insights to help you create Olympic marketing campaigns that deserve a gold medal. 🥇

But first things first, let’s dive into the buzz around the Games! 

📺 Did you know that 1 in 3 people will follow the games closely? And 44% will tune in whenever they can catch a moment. 

☀️ Both Brits and Americans prefer the Summer Olympics over the Winter Games. Why? It’s simple—the variety of sports! 

🥇 When it comes to backing their teams, Americans have a slight edge. They believe Team USA will haul in more gold than the Brits’ confidence in Team GB.

🏃‍♂️ For Brits, athletics tops the list, followed by gymnastics and swimming. On the other side of the pond, gymnastics is the favourite in the US, with track and field and swimming also winning hearts.

❤️ The Olympics spark a patriotic wave! 57% of Americans feel a surge of pride during the games, compared to 46% of Brits.

🤳🏻 Americans are more likely than their British counterparts to flood social media and don their national colours to show support during the games.

🤩 Does Olympic success reflect on the country as a whole? 57% of Americans think so, with 48% of Brits agreeing.

The three things that can transform your Olympic marketing into GOLD

The Olympics have always been a prime time for brands to shine, and Paris 2024 is set to feature a blend of expected heavyweights and surprising newcomers. What truly makes your ad stand out amid the Olympic excitement? We asked 1200 consumers for the verdict.

1. Athletes’ stories

With 40% finding these tales the most memorable, it’s clear that the athletes’ hearts and souls resonate deeply. Think about it: these stories are filled with grit, determination, and triumph. When you craft your ad, focus on these personal journeys. Highlighting an athlete’s path to the Olympics can evoke powerful emotions and create a lasting connection with your audience.

Remember in 2012 when Procter & Gamble created what has been lauded as the most memorable, most shared Olympic video of all time. P&G, in partnership with Wieden & Kennedy Portland, launched a “Thank You, Mom” campaign. The ad follows four child athletes on their path to the Olympics, supported by their mothers through thick and thin every step of the way.

2. Emotional appeal

The Olympics are a whirlwind of emotions—from the thrill of victory to the agony of defeat. Your ad should reflect this emotional rollercoaster. Whether the joy of winning a gold medal or the heartbreak of a narrow loss, capturing these raw emotions can make your ad unforgettable. 

Take Coca-Cola, for example. The brand has been associated with the Olympic Games since 1928, longer than any other corporate supporter.  Coca-Cola debuted its Summer Olympics campaign with a theme around hugs, a gesture the soft drink brand described as a universal sign of acceptance and inclusion.

• Most (54%) view hugs as a symbol of acceptance and inclusion. 
• Half believe the perfect hug lasts a few seconds (3-5 seconds), suggesting a moderate duration is preferred.

3. National Pride

The Olympics are a time when people come together to support their country. Tap into this sense of unity and pride. Showcasing the flag, national colours, or even a homegrown hero can stir feelings of patriotism. It’s not just about the sport; it’s about representing your nation on a global stage.

Brits tend to eagerly await Kevin’s return as the official herald of the holiday season, but this latest chapter of Kevin the Carrot’s story shines with Olympic national pride. Backing Team GB, Kevin’s debut features British athletes and Union Jack pants, proving he’s the bearer of good tidings and a champion of British spirit all year round.

• 2 in 3 felt a sense of national pride within the Aldi ad by the use of the Team GB flag and athletes
• 16% recognised and appreciated the ad for supporting Team GB and ParalympicsGB during the Paris 2024 Games.

Consumer reactions to the Paris 2024 Olympic Marketing efforts from brands

SKIMS gets mixed reactions

SKIMS is teaming up again with Team USA, and the reactions are mixed. Fewer than half (46%) of American consumers are excited or curious about the new collection, while the majority (54%) remain unimpressed. For those who are into it, here’s what they appreciate about the campaign:

• The athletes featured (28%)
• The photography and visuals (21%)
• The collection itself (17%)
• The inclusivity (15%)

Nonetheless, 44% of respondents question whether the brand is a good match for the team.

Pampers says Team Parent

The Olympics has introduced its first-ever nursery in Paris to support parent athletes, thanks to a collaboration between former Olympian Allyson Felix and Pampers. This initiative is part of the IOC’s broader efforts to promote women’s participation in sports.

This podium-worthy nursery initiative is resonating with many (67%) parents. In fact,  70% now have a more positive view of the brand, and nearly 3 in 5 feel a closer connection.

Gloss-yay game face

Americans say YAY!  to Glossier’s partnership with the US women’s basketball teams for the upcoming Olympics. And it’s boosting brand interest. Despite 40% of American women preferring to go makeup-free when exercising, Glossier’s partnership has made 37% more interested in trying their beauty products for activewear. 

How will your next advertising campaign resonate? Book a meeting to learn more about how OnePulse can help you!