Speedo wanted a content-led campaign to promote during the 2016 Olympic Games. The objective was to get fitness enthusiasts who do not currently include swimming as part of their fitness routine to consider adding the sport to their activities.
During the last Olympics, interest in swimming soared due to the popularity of the Games, the goodwill and excitement around the sport and its personalities. This year presented the brand with a fantastic opportunity to use that level of interest to introduce swimming to new potential audiences.
We had a number of platforms to promote and publish content across: Speedo’s ecommerce website and YouTube channel for long-form and video content; Speedo’s social channels, a budget for paid social promotion and the blogs and social channels of commissioned influencers.
Essentially, we had to show to this new audience that Speedo not only had the right to talk about swimming but also about fitness.
Our primary challenge was that under Rule 40 of the International Olympic Committee, brands that weren’t direct sponsors of the Games were not permitted to use wording related to the event, write about the Games or show imagery from this year’s Olympics or previous ones.
The secondary challenge was that we were talking to an audience for whom swimming was not currently considered relevant or of interest. Focusing primarily on cyclists and yogis, we had to lure them to the Speedo content by making it relevant and useful to them.
We built a content strategy that positioned Speedo as a credible voice on fitness topics. We planned an arc of storytelling across three key periods of time. Within this framework, we devised stories that appealed to a widening range of demographics.
Pre-Olympics – June and July
The first slew of content gave potential swimmers advice on bettering themselves on their own activities and also introduced the idea of adding a different sport (one example to be swimming) to their routine.
During Olympics – August
As the interest and excitement around swimming peaks during the Games, we created content that introduced Speedo and was more focused around competitive sports.
Post-Olympics – September
With the Games ending, there would be a buzz around most Olympic sports. With interest high, we were able to be more explicit in encouraging fitness enthusiasts to start swimming as part of their training regimes.
The stats for our paid social promotion work and YouTube numbers are shown below.
Our click-through rates from paid social promotion were considerably higher than the industry standard, despite being posted in the feeds of a non-swimming audience. On Twitter we saw an average CTR of 1.39% against the industry standard of 1%* and Facebook garnered an average CTR of 1.3% against 1%** industry standard.
*Salesforce Marketing Cloud 2016
**Smart Insights 2016
For the three-month campaign, we shot five original videos, featuring influencers, journalists and Speedo (non-Olympian) athletes for a total budget of less than £12,000. Our videos have so far achieved views in excess of 47,000.
Website: Winning Elements