SOCIAL MEDIA GOLD: The first results are in, and it looks like LVMH Moët Hennessy Louis Vuitton, a premium partner of the Paris 2024 Olympic and Paralympic Games, won the social media sweepstakes in round one.
The French luxury giant attained the highest social media value and visibility, generating 17 times more value than the brand’s average content on social media throughout the year.
So says Relo Metrics, which bills itself as a sports marketing measurement company that uses AI to power its data analytics.
In Olympic terms, if LVMH won gold, then Ralph Lauren won silver, and Lululemon bronze, according to Relo’s ranking.
The Paris 2024 Olympics opened July 26 with Celine Dion in Dior haute couture and ended Sunday with Yseult belting out “My Way” in more Dior couture.
Relo noted that all social media posts that linked a brand and a national team performed on average 21 times better than brand-only content. LVMH’s dominance was aided by Team France, which boasts an “overwhelming number of fans on TikTok.”
Ralph Lauren’s partnership with Team USA yielded the highest total number of posts “in a well-coordinated, integrated marketing campaign,” Relo said.
Meanwhile, Lululemon’s second Olympic partnership with Team Canada included a retail collection.
“This has hands down been the summer of the well-dressed athlete, with fashion brands taking full advantage of the power of social media to connect with fans,” commented Relo Metrics chief executive officer Jay Prasad.
Relo said it evaluated the top 10 countries participating in the games with an official outfitter, and factored in brand posts and team posts across all social media platforms from July 1 to Tuesday.
The Paris 2024 Paralympic Games run from Aug. 28 to Sept. 8.