Newsletter #44 - 3 viral campaigns inspired by the Olympics to boost your sales 🏄🏼‍♀️

Hi there!

 

The D2C Academy is finally back after an emotional summer 🕺🏼

 

From our sofas, dual screens at the office, or directly in the fan zones (come back, Club France 🥲), the Olympic and Paralympic Games dazzled us… And so did the brands!

 

In this edition, I’m sharing 3 viral campaigns inspired by the Games, which you can adapt to your marketing strategy to boost sales (and get ready for LA 2028) 🏄🏼♀️

 

1. Betting on behind the scenes: Decathlon volunteers' hauls 🤠

 

Decathlon is one of the most beloved French brands internationally, especially for its accessible products for all types of (more or less serious) athletes.

 

And the sports giant doesn’t just innovate with its products.

 

In addition to sponsoring athletes, the brand also focused on the behind-the-scenes action by sponsoring over 45,000 volunteers at the Games.

 

It was a winning bet, as unlike the athletes, who focused on their performances, the volunteers had plenty of time to create User-Generated Content.

 

The results? Videos of volunteers' hauls and behind-the-scenes footage featuring Decathlon became viral on TikTok and even... Vinted, where bids for the iconic bucket hats keep climbing.

 

 

2.  Riding the trends: e.l.f Cosmetics' "Hot Girl Walk Championship" 🏃🏼♀️

 

The Hot Girl Walk isn’t (yet) an Olympic event, but it’s trending.

 

Created during the 2021 lockdown, the concept is simple: walk 4 miles (6.4 km) a day while listening to music or a podcast, with the goal of improving mental wellbeing.

 

The project quickly gained millions of views on TikTok and caught the attention of brands.

 

The latest to jump on board? TikTok trend champion e.l.f. Cosmetics 🧝♀️

 

During the Olympic Games, the brand launched the "Hot Girl Walk Championship," a parody of a Hot Girl Walk event, narrated by Olympic gymnast Gabby Douglas and actor Patrick Warburton.

 

The campaign quickly went viral, allowing them to promote their products while continuing to reach a younger audience.

 

 

 

 

🏝️ Leaving everything behind... for TikTok

 

In 2019, e.l.f Cosmetics decided to permanently close its physical stores and fully invest in social media (TikTok) to boost its online sales. A successful bet, as today, e.l.f. is the most popular cosmetics brand among Gen Z in the US.

 

 

3. Looking to athletes: Léon + Vuitton = 🫶

 

Like Speedo, Le Coq Sportif, or Omega, Louis Vuitton made a smart move by choosing Léon Marchand as a brand ambassador at the very start of the Games.

 

On track to reach the same popularity as Simone Biles, Léon Marchand is already becoming a legend and lit up social media throughout the summer.

 

Though the French swimmer has stated he doesn’t want to become "a walking billboard," the economic impact for Louis Vuitton is undeniable, with the brand’s recognition skyrocketing thanks to "Marchand Mania."

 

Sure, not all brands have the budget of LVMH to sponsor Olympic athletes, but investing in local athletes or sports influencers can be just as rewarding 💸

 

Because sports are good for your brand’s health 🤪

 

 

For more...

 

I’m sharing the 3 most popular articles from the D2C Academy this month ⤵️

 

• Secrets Behind the Paris 2024 Olympics: How Brands Won Gold
• AI in E-commerce: 5 tips to boost your conversion rate
• The Taylor Swift Effect: Making Brands Go Viral Overnight

 

That’s all for today. I hope it’s given you plenty of inspiration for your upcoming marketing campaigns!

 

I’ll see you in two weeks to unveil e.l.f Beauty’s recipe for creating TikTok-viral videos ❤️🔥

 

See you soon,

 

  Julie

E-commerce Expert @ Bigblue