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Olympics drive traffic and sales to brands

August 31, 2016 03:28 PM
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Mobile provider Samsung proved to be the gold medal winner from a brand perspective on social media during the Olympics.

That’s according to a blog post from social media analytics company Simply Measured, which analyzed the social engagement generated by the Olympics’ official sponsors. Simply Measured’s data found that Samsung averaged more than 13,000 engagements per post across social media, including Facebook, Twitter, and Instagram.

“The brand showed an in-depth understanding of its audience on different platforms and posted content that was relevant to them using the right messaging, images, and hashtags,” Simply Measured writes.

Meanwhile, apparel manufacturer Nike Inc., No. 47 in the 2016 Internet Retailer Top 500 Guide, launched its “Unlimited” ad campaign on July 24. The first film in the campaign, titled “Unlimited Future,” went live July 24 and has nearly 25 million views to date. A Nike spokesman says in that time, the campaign has generated a total of more than 450 million views across all of the company’s social and digital media platforms, including Snapchat, Facebook, YouTube, Twitter, and Instagram. He declined to provide sales figures stemming from this particular campaign.

Shoppers who wanted to look like the athletes they were seeing on the podium in Rio helped drive a significant sales boost for online sports apparel merchant Fanatics Inc.

Fanatics (No. 38) president of merchandising Jack Boyle says the company’s sales during the 2016 Summer Olympics were double what they were during the London Olympics in 2012. Fanatics has ran the official Team USA online store since the 2010 Winter Olympics in Vancouver.

“What was different in this Olympics versus previous ones is how shoppers got excited about what athletes were actually wearing,” Boyle says. “We really saw the product that was worn around the village, the medal stand product, the real authentic product take off in the two weeks during the games.”

Boyle says in anticipation of the Olympics, the company broadened its assortment of Team USA apparel to keep up with the anticipated spike in demand. The additional business during the Olympics helped to buoy what is otherwise one of the slowest times of the year, he says.

“In July and August, we begin to ramp up NFL and NCAA football but the timing of (the Olympics) overall for the beginning of August and the lead up in July is a pretty good time,” he says.

Swimming apparel and accessories retailer SwimOutlet.com (No. 211) saw a 33% year-over-year boost in sales during the Olympics from the same period last year, and organic traffic to its website was up 40% year-over-year. Rob Penner, vice president of sports marketing and public relations for SwimOutlet.com, says the company offered daily social media contests and daily deals around key competitions that helped drive increased engagement during the Games.

“By engaging with consumers through deals, daily contests and the buzz around the competition, we became a meeting place for visitors looking for the latest performance swim products or just to engage in online chatter on our Talk Swim Forum about the events and athlete gear," he says.

 

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