VMLY&R was hired by the Olympic Channel Marketing team in May 2017 to be their strategic digital partner and to create content promotion campaigns that manage the Olympic brand globally, across regions, cultures, and sports to keep the Olympic values front of mind whether the Olympic Games are on or not. The Olympic Channel represents a ground-breaking transformation in the way the world will engage with the Olympic Movement - anytime, anywhere, and on any device.
As a strategic partner, we provide advisor services to support the monetisation and growth of the platform whilst using Olympic Channel data to derive strategic insights that inform our communication strategies.
Lisa was responsible for leading the origination of creative campaigns that communicate the Olympic brand story and promote the wealth of content on the Olympic channel to inspire the audience to take part. The team has delivered over 50,000 social assets for Facebook, Twitter, Instagram and SnapChat and media partners such as EuroSport consistently bringing original programming and live events to a new audience.
A historical view of some of the work can be found online.
Over the last 18 months some of her personal creative highlights have been the creation of two TV sports for the launch of the new NBC linear TV channel in the US. These spots highlight the powerful moments across all Olympic sport. The anticipation. The landing. The comeback. The celebration. The podium. Classic Olympic moments that can each be immortalised in a powerful spot. We have provided a series of play books and toolkits with digital assets that will enable the Olympic Family to implement Olympic Channel assets across their own channels and drive traffic to the site. These documents outline a banner family of 4,000 assets which will be used to highlight all 62 Olympic sports featured on the Olympic Channel site.
And finally, as part of Olympic channel’s requirement to drive quality traffic to the platform, we have recently delivered a strategy, landing pages and 1,800 banners that accelerates sign ups and opt-ins as part of the attract phase with our media partner. Using insights from captured data and CRM activities, learnings will be fed back into Olympic channel content and marketing teams to inform future outputs.
The key for all the campaigns produced was to get the audience excited about the Olympic Channel by making it relevant for them, so that they watch it, tell their friends and come back for more. Drive quality traffic to the platform via linear and digital content ensuring sessions, page views and sign ups.