里约奥运会会后营销观察（英文版）_30页_2mb

POST EVENT IMPACT REPORT Summary

Core Content Overview

This report provides an analysis of the impact of the 2016 Rio Olympic Games on interest levels, brand associations, and content preferences in Australia, China, and Singapore. It highlights how consumer behavior and brand perceptions were influenced by the event, with a focus on the role of time zones, sponsorship strategies, and content consumption trends.

Key Findings

Interest Levels

• Australia: Showed the highest levels of interest throughout the event, especially during the early days when swimming events took place. However, interest dropped after the event, possibly due to unmet expectations in medal performance and the 13-hour time difference.
• China: Demonstrated the highest interest at the beginning and end of the event, with a strong overall association with the Olympics. Despite not winning as many medals as expected, the country's interest remained high.
• Singapore: Had the least interest in the Olympics, except when the country won its first ever gold medal. The event was less popular than the 2014 FIFA World Cup in Singapore.

Per Capita Medal Performance

• China: Won 1 medal per 12 million people.
• Australia: Won 1 medal per 840,000 people.
• Singapore: Won 1 medal per 29 million people.

Search Behavior

• Australia: High search volume for "Olympics" during the early days of the event.
• China: Interest in the Olympics peaked at the start and end, with strong search activity for "奥运会".
• Singapore: Interest was low overall, but increased significantly when the country won its first gold medal.

Audience Demographics

• Australia: A relatively equal gender split, with older individuals (35 years and above) more interested.
• China & Singapore: Interest was skewed toward men, especially those with higher education levels.

Brand Associations

General Observations

• Brand associations with the Olympics are largely pre-established, as evidenced by no significant uplift during the event.
• Major sponsors like Coca Cola, McDonald's, and Visa have long-standing relationships with the Olympics, contributing to strong consumer recognition.

Exceptions and Highlights

• OMEGA: As the "Official Timekeeper", OMEGA had the highest visibility and exposure, leading to a 17% increase in brand awareness. It also saw improvements in social metrics like Attention and Buzz.
• McDonald's Australia: Showed a significant increase in brand association due to a comprehensive $360^{\circ}$ campaign.
• McDonald's China & Singapore: Association levels were notably higher than other brands, with McDonald's in China having a 56% increase and in Singapore a 63% increase.

Country-Specific Insights

• China: Coca Cola and OMEGA had strong brand associations. There was confusion in the automotive category due to Nissan's limited activities in Brazil.
• Singapore: Consumers were well-informed about McDonald's and Coca Cola as official sponsors, with minimal association with competitor brands.
• Australia: Toyota Australia was the exclusive automotive partner, which boosted its association score significantly.

Content Preferences

• Best Day Highlights: Most popular content type in China and Singapore.
• Livestream of Events: High interest in Singapore, but dropped after the last-minute announcement that national broadcaster MediaCorp would screen the event live.
• Australia: Interest in content dropped during the Olympics, despite high initial engagement, possibly due to the time difference and unmet expectations.

Additional Insights

• The Summer Olympics is the most followed sports event in China and Australia, but not in Singapore, where the 2014 FIFA World Cup had higher interest.
• Conversion Rates: The report includes a method for evaluating brand metrics, such as brand awareness, consideration, and purchase intent. Conversion rate 1 (awareness to consideration) and Conversion rate 2 (consideration to purchase intent) are important indicators for brand performance.
• The purchase cycle for luxury items like watches is long, so no immediate uplift in lower funnel metrics was expected for OMEGA.

Conclusion

The report emphasizes that while the Olympics generated interest in all three countries, the level and nature of that interest varied significantly. Brand associations were primarily pre-established, and content preferences were influenced by time zones and event timing. OMEGA stood out due to its high visibility and exposure, while McDonald's demonstrated a strong local campaign impact in Australia. The findings highlight the importance of timing, content type, and pre-event brand strategy in maximizing Olympic impact.