Social Olympics Surprise: Networked Insights Finds Small Brands Making Huge Gains in Run-up to Rio

Share Article

Small brands like Smuckers are jamming with sponsorships leading up to 2016 Summer Olympics.

Networked Insights covers how leading brands compete as Olympic sponsors in 2016.

Smuckers and Dick's Sporting Goods ranked highest in brand lift.

Sweepstakes-driven campaigns almost always drive social success, but marrying that concept with a donation to the athletes when consumers share the message has put an extra boost behind Smuckers’ campaign.

Networked Insights today released the first research report in its “Social Olympics” series, examining which brands and U.S. sponsors are winning (and losing) throughout this year’s epic festivities, and which ones are getting the most bang for their sponsorship bucks. The initial results find some surprising winners.
The first report looks at which international partners and U.S. sponsors are seeing the greatest increase in brand awareness in the 100 days leading up to the opening ceremonies, and which of these brands can attribute their awareness specifically to their Olympic campaigns.

On top of both podiums in the early rankings is J.M. Smuckers, makers of jellies, peanut butters, and other food stuffs.

With the custom hashtag #PBJ4TeamUSA tied to a sweepstakes, and the promise of donating $1 to Team USA for every time the hashtag is used, Smuckers has watched its brand mentions on social media increase more than 1,200% compared with a baseline period. Nearly 90% of consumer mentions of the brand include some reference to its Olympic sponsorship or the athletes the brand is supporting.

“Sweepstakes-driven campaigns almost always drive social success,” said Rick Miller, vice president of customer success at Networked Insights, “but marrying that concept with a donation to the athletes when consumers share the message has put an extra boost behind Smuckers’ campaign.”

Other smaller brands like Chobani Greek Yogurt and Milk Life (America's Milk Companies) have made significant inroads with significant increases in customer conversations in the lead upp to the games.

AT&T, Samsung, McDonald's, Nike, and Coca-Cola, are all noticeably absent from the early rankings. Undoubtedly all of these brands will kick off intense activations as the Games begin.

To see the entire list of companies ranked by brand lift and brand conversations around the Olympics, and to sign up to receive all of Networked Insights’ Olympics coverage, click here.

About Networked Insights
Networked Insights enables brands to connect with and expand their opportunity audiences. Utilizing Kairos®, the company analyzes and organizes real-time consumer data from the social web to uncover strategic, actionable insights. Kairos® helps brands deeply understand their opportunity audiences, create content that connects with them, choose the right media investments, and track the connectedness of those audiences. Learn more at

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Richard Sharp
since: 05/2009
Follow >
Visit website