The Paris 2024 Olympics have wrapped up, but the buzz around some of the most iconic marketing moves is just beginning. From athletes doubling as influencers to brands leveraging global visibility, this year’s games were a masterclass in social media marketing. Here’s what stood out:   Athletes as the Ultimate Influencers In the age of social media, athletes like Simone Biles, Katie Ledecky, and LeBron James weren’t just competing—they were the biggest brand ambassadors. Simone Biles, for instance, saw her follower count skyrocket by over 100,000 during the games, reaching 7.3 million. Her posts had a staggering 4.35% engagement rate, showing that athletes aren’t just sports stars—they’re social media powerhouses.  Steph Curry’s viral “nite nite” pose also became a sensation, proving that the right moment can create a lasting impression far beyond the stadium. View this post on Instagram A post shared by NBA (@nba) Leveraging Global Events for Brand Visibility Using Hashtags Nike made a big splash at Paris 2024 with a bold campaign that featured the hashtag #WinningIsntForEveryone. By spotlighting stars like Serena Williams, LeBron James, and Sha’Carri Richardson, who shared this powerful reel, Nike demonstrated how to use a global event to boost brand visibility. Our takeaway? A well-timed, impactful campaign during a major event can secure a brand’s place in the public eye and create lasting connections with audiences.   Sustainability as a Marketing Strategy Paris 2024 made headlines as the most sustainable Olympics ever, with initiatives like the now-famous cardboard beds. Brands that aligned themselves with these eco-friendly efforts, such as Coca-Cola, found a way to connect with environmentally-conscious consumers reinforcing that sustainability isn’t just a buzzword—it’s a powerful marketing tool.   Samsung’s Openness Medal Campaign: A Winning Formula With the campaign message “Open always wins,” Samsung celebrates those who embrace new possibilities by overcoming challenges. Partnering with Olympic athletes like Australian surfer Jack Robinson, and French break dancer Sarah Bee, Samsung successfully leveraged ambassador marketing to drive their campaign’s message.    AI and CGI Content: The Future of Olympic Marketing Artificial Intelligence (AI) and Computer-Generated Imagery (CGI) are revolutionizing how brands engage with audiences, and the Paris 2024 Olympics were no exception. A striking example is this Instagram reel where CGI and AI-driven content captivated viewers, creating an immersive and futuristic brand experience. These approaches not only enhance visual storytelling but also set new standards for digital engagement in sports marketing.   The Power of Storytelling in Olympic Marketing Coca-Cola’s “It’s Magic When The World Comes Together” campaign was all about fostering unity and togetherness. Their Paris 2024 social media efforts resonated deeply, reminding us that at the heart of every great marketing campaign is a compelling story. The Olympics are the perfect stage for brands to tell stories that inspire and unite people worldwide.   Influencer Marketing: Celebrities, Humor, and Memes at the Olympics Celebrity partnerships and humor played a big role in Olympic marketing this year. One of the standout moments was when Tom Cruise handed off the Olympic torch to LA 2028, creating a “Hollywood” brand moment that highlighted the power of celebrity influence. Humor also made its mark, with personalities like Kevin Hart Snoop Dogg adding a fun twist to the Games. Memes and relevant hashtags further amplified engagement, such as the viral buzz around diver Tom Daley’s knitting, which became an unexpected Olympic highlight. The bottom line:  leveraging celebrities, humor, and memes can create powerful and relatable marketing moments during global events. View this post on Instagram A post shared by Kevin Hart (@kevinhart4real) Why Olympic Marketing Matters The Olympics offer unmatched global reach, making them an huge opportunity for brands to connect with diverse audiences. By aligning with the values of excellence, unity, and perseverance, brands can not only enhance their reputation but also build lasting loyalty. A well-executed Olympic marketing campaign has the potential to resonate for years, creating a legacy that extends far beyond the games. Let’s talk!

Sebastian Naum 🎙 Conscious Entrepreneur | Co-Founder of Go Global Agency & Socketbox Media | Top 2.5% Podcast Host | Speaker | Board of Directors, Conscious Capitalism Los Angeles    Having just returned from the electrifying experience that is Cannes Lions 2024, I’m bursting with insights to share. If you’ve never been, imagine a week-long “festival” where creativity, inspiration, and opportunity collide in the most beautiful way possible. Picture the world’s biggest creative minds, agencies, celebrities and brands all in one place, sharing their latest ideas and strategies. The energy is unmatched, and the conversations are incredibly enlightening. This year, I gathered takeaways that span various topics with perspectives on the future of our industry. In the spirit of keeping this short, I give just a little bit on each but I’m happy to get deep with any of you on any of these. Let’s dive in!   1. Embrace Uncertainty for Creativity “Without uncertainty, there is no creativity,” said Deepak Chopra, a sentiment that resonated deeply with me. Personally meeting Deepak at Cannes Lions was a clear highlight for me, and his words are a reminder that creativity thrives in uncertainty. As a recovering perfectionist, this was music to my ears. Embracing uncertainty allows for the freedom to explore and innovate, which is crucial for creative success.   2. ROI and ROF: The Future of Measurement Gone are the days when Return on Investment (ROI) was the sole metric for success. Enter Return on Future (ROF), a forward-thinking concept that’s quickly gaining traction. ROF emphasizes the long-term impact of your brand’s initiatives, focusing on sustainability, brand loyalty, and future growth potential. At Cannes Lions, it was clear that brands must start considering ROF to remain competitive and relevant in the ever-evolving market landscape. But if you ask me, ROF isn’t being considered enough!   3. Embrace Failure to Execute Big Ideas Innovation doesn’t come without risks. A recurring theme this year was the importance of being willing to fail—everyone involved, from the brand to the agencies and team members. Fear of failure stifles creativity and limits the potential for groundbreaking ideas. At Cannes Lions, the consensus was clear: embrace failure as a stepping stone to success.   4. Women Leading the Way: Real Progress or Equality Washing? It was inspiring to see a significant number of women among the panel speakers this year. In fact, I’d say the vast majority of speakers that I saw were women. But it raises a critical question: Is this a genuine reflection of leadership in major brands and marketing agencies, or is it merely “equality washing”? The representation at Cannes Lions suggests progress, but it’s essential to scrutinize whether this trend is translating into real-world leadership roles. Stay tuned for a more in-depth exploration of this topic in an upcoming article.   5. Generative AI: Embrace the Experimentation Age The age of experimentation with Generative AI is here, and it’s not an option to ignore it. The narrative of humans versus AI is outdated. Instead, we should be experimenting with AI to enhance our capabilities. Cannes Lions highlighted that this experimental phase will likely last about two years, after which those who haven’t adapted may find themselves left behind. Start integrating AI into your workflows now to stay ahead.   6. AI Will NOT Take Your Job There’s a lot of fear about AI replacing jobs, but the reality is different. AI will augment our work, allowing us to execute more tasks in shorter timelines. Yes, it’s a bit stressful, but AI is here to enhance productivity, not replace us. The consensus at Cannes Lions is that while AI might change how we work, it won’t fully replace human jobs anytime soon—perhaps in 20 years, but not now. And even then, I honestly doubt it.   7. The Timeless Power of Connection and Storytelling No matter how advanced technology gets, the need for genuine connection and compelling storytelling remains unchanged. Humans crave connection, and the best way to achieve it is through great storytelling. This fundamental truth was a major highlight at Cannes Lions, reaffirming that the essence of marketing lies in the stories we tell and the connections we build.   8. The Courage to Unlearn Unlearning is just as crucial as learning, especially in our rapidly changing world. What worked yesterday might not work today. The courage to unlearn outdated methods and embrace new ways of thinking is vital for staying relevant. At Cannes Lions, speakers emphasized that unlearning can be more challenging than failing, but it’s necessary for innovation.   9. Leadership: Clear Vision, Flexible Details Effective leadership requires a clear vision but flexibility in the details. This approach empowers teams to be creative and innovative. Leaders who set a clear direction but allow for flexibility in execution inspire their teams to excel. This insight from Lions Cannes is a valuable reminder of how dynamic and adaptive leadership can drive success.   10. Collaboration Over Competition The idea of collaboration over competition was another significant takeaway. In today’s interconnected world, collaboration can yield better results than a competitive mindset. The Runner 321 Adidas campaign previously showcased at Cannes Lions 23 is a perfect example of how collaboration can lead to impactful and inclusive campaigns, creating a win-win scenario for all involved. I’ll be putting out more content on all of my platforms (IG, TikTok, Forbes and Go Global Agency’s blog) inspired by this past week at Lions Cannes so stay tuned and feel free to reach out directly to further discuss any of the above.   -Sebastian Naum Let’s talk!

We’ve been flooded with questions about influencer marketing, so we’re kicking off a blog series to answer your top FAQs. We’ll dive into how we measure success, create budgets, and pick the perfect influencer for maximum ROI. Why Influencer Marketing Is Key In Your Marketing Stack and How to Measure Success First up: Why is influencer marketing a must-have in your marketing mix? And how do you measure the success of an influencer campaign? Think of influencers as another strategic marketing channel, working alongside your other efforts to build your brand. Success hinges on your brand’s goals and having the right KPIs to determine whether a campaign hits the mark. Influencers excel at: Enhancing Brand Awareness through Emotional Connections: Influencers act as ambassadors, making your brand feel authentic and credible. Key KPIs include impressions, post engagement (likes, swipe-ups, shares), and conversions (trackable via UTMs or coupon codes). Creating User-Generated Content (UGC): Measure this by earnings through content production and the boosted returns from using this content in paid media campaigns. At Go Global Agency, we’ve seen ROAS double just by adding genuine influencer content to existing strategies. For instance, if your monthly ad spend is $10k with a 3X ROAS (total revenue $30k), influencer UGC can push the ROAS to 6X, bringing in an additional $30k in revenue. Affiliate Marketing: Ideal for brands with high-ticket or subscription models, influencers can directly drive additional revenue. Measure this with UTMs or coupon codes. Check out the real example below for how this works in action. Measuring Success: Earned Media Value (EMV) Earned Media Value is the gold standard for assessing influencer marketing. EMV compares the actual results of an influencer campaign (mainly brand awareness) to a paid campaign achieving similar results. For example, if an influencer campaign generates 1 million impressions, EMV calculates what it would cost to get those impressions through paid ads. This helps attribute a monetary value to your influencer efforts based on the cost to reach the same outcomes through other strategies. Need a tailored consultation? We’re here to help. Reach out and let’s chat about your brand and goals. Book a consultation today Success Story: The Power of a Effective Influencer Marketing Campaign One of our client’s brands teamed up with 88 creators over 12 months, generating 124 pieces of valuable content and 9.8 million impressions. To put this in perspective, achieving these results via paid media would have cost $419,000. However, by leveraging influencer partnerships, the brand accomplished this for just  a quarter of that amount. The UGC created strong connections with the audience and was repurposed for paid ad campaigns, cutting cost-per-click (CPC) by 50% in many cases. This lower CPC drove more traffic to eCommerce, resulting in six-figure revenue without any extra budget for paid media. Additionally, influencers drove sales through affiliate marketing, generating 273 orders worth $12,000 directly attributable to them. This example shows how a well-executed influencer marketing campaign can deliver ROI from various angles: Earned Media Value, optimized paid campaigns via UGC, and additional sales through affiliate marketing. Take a peek at the metrics below: Let’s talk!