Multidisciplinary squads are looking at social media in search of opportunities for brands during the Paris 2024 Games
The Olympics are coming to a close this week. For athletes, it’s an opportunity to finish the world’s biggest sporting competition with a medal. For brands, it’s the final days of the quest for engagement on social media, the ‘gold’ of digital marketing.
The agencies’ focus is on multidisciplinary teams that work to detect opportunities for actions on the networks. One of these first opportunities came from some setbacks suffered by Brazil against Japan: football, skateboarding and surfing.
Netflix Brazil blocked Netflix Japan. Duolingo blocked the Japanese Owl. Uber said it was no longer available for Japanese people. And Burger King said it would have Whopper Sushi ‘just out of spite’.
WMcCann, for example, set up a multidisciplinary squad to monitor campaigns for Banco do Brasil, a client and sponsor of the broadcasts of the Paris Olympic Games on TV Globo and the coverage of the Paris é Brasa project on Play9.
In total, there are 30 professionals from the areas of business, projects, media, content, BI, creation and production. Patricia Andrade, executive VP and general director of WMcCann Brasília, explains that the project structures actions, interactions of influencers that need to be monitored daily.
“We use the methodology to manage actions with daily reports for monitoring. We do this together with the client and partners, where we design a strategy with specific content for each channel of operation,” he said.
Patricia states that, for BB, having a strong presence in the digital environment is essential to reach new audiences, rejuvenate its base, and segment conversations by interest and behavior.
The brand’s strategy was to invest in names such as Fatima Bernardes; the duo Igão and Mítico, from Podpah; and Tino Marcos, among other names, to create an environment conducive to opening conversations with the bank’s future customers.
Galeria.ag, in turn, has a team dedicated to creating a brand presence on social media for Havaianas. Rafael Caldeira, Galeria’s executive creative director, says that the efforts of data, creative, media and production professionals are aimed at responding at the speed of culture and events.
“With data monitoring, we can measure the size of each conversation and identify priorities. But insights come, in most cases, from our proximity to sports communities and fandoms, listening directly to conversations,” he explains.
In loco
A real-time unit of A-Lab, a company of the Dreamers Group, Now produces real-time content for the social networks of Havaianas and Tinder during the Olympics. To this end, 12 professionals traveled to Paris to create content, directly from the source, for the two brands.
“For Havaianas, we follow the day-to-day life of Sabrina Sato, Havaianas ambassador in Paris. The deliveries include content such as filming on the streets of the French capital and visits to stores and the space sponsored by the brand at Casa Brasil”, said Ronaldo Fonseca, who is the CEO of A-Lab.
Tinder held two exclusive parties in Paris, at Casa Brasil, to showcase its features and encourage new connections between users. The brand’s goal: to use the Games to foster new connections.
In addition to a war room with 25 professionals from various areas, MGNT also has professionals on site in the City of Light. The agency, which is responsible for the XP account — a sponsor of the Brazilian Olympic Committee — is in France with executives who have been monitoring XP’s actions at Casa Brasil since the beginning.
“Brands are looking to produce behind-the-scenes content with athletes, real-time interactions and coverage that promotes pre- and post-competition, creating a sense of community and engagement with the public,” explained MGNT CSO Flavia Campos, who is in Paris.
(Credit: Alexandre Loureiro/COB/Reproduction)
