Medley, a well-known pharmaceutical company in the Brazilian market, stood out as the sponsor most remembered by Brazilians during the Paris 2024 Olympic Games. According to the monitoring report by Stilingue by Blip, which analyzed more than 4.3 million conversations on social media, Medley emerged as the most mentioned brand, surpassing other major sponsors such as Samsung, Visa and iFood.
Medley’s presence was widely associated with Team Brazil, appearing in several publications that highlighted the performance of Brazilian athletes. The brand, which invested heavily in digital activations, was able to capitalize on key moments during the Olympics, especially in rhythmic gymnastics, weightlifting and canoeing, which generated great online engagement.
The report revealed that buzz about sponsoring brands was significantly influenced by the content promoted by the sponsors themselves. In the case of Medley, its strategy of being present at moments of high visibility for Brazilian athletes was crucial to its success on social media. In addition, sponsoring Team Brazil allowed Medley to have a direct association with the achievements and the Olympic spirit, which reinforced its image with the public.
Other brands, such as Samsung, also stood out, especially due to their association with the athletes’ selfies on the podium, where the brand’s cell phones were used. Riachuelo, in turn, generated conversations when it was associated with the Brazilian uniforms at the Opening Ceremony, although public opinions were divided. Claro, despite having the largest volume of comments on its social networks, faced a wave of complaints about the operator’s signal during the broadcasts of the games.
In terms of engagement, the report points out that, despite advertisers’ efforts, audience engagement was not always proportional to the volume of posts. Brands such as Samsung and LVMH, for example, faced criticism and irony from users, despite significant exposure.
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