Kuaishou's "Watching the Olympics Together" has been viewed over 500 million times
2024-08-10
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The Paris Olympics has brought an unprecedented sports atmosphere. The 17-day x 24-hour non-stop studio "Watching the Olympics Together" created by Kuaishou has innovatively created a one-stop viewing experience and consumption scenario by integrating the platform's commercial ecological resources. Data shows that on the first day of the studio's launch, the cumulative number of viewers exceeded 70 million, and the number of viewers exceeded 500 million in 13 days.
Since July 26, the non-stop super studio has been presented to users through the Kuaishou account "Watch the Olympics Together", with 408 hours of non-stop excitement. As a special project created by Kuaishou, the project not only brings together exciting sports content and Olympic derivative IP programs such as "Good Morning Paris" and "Champions Are Coming", but also integrates a variety of content forms such as brand merchant live broadcast rooms and local life group purchase live broadcast rooms, as well as interactive scenes such as chatting, guessing, and watching games, and integrates live broadcast attention, e-commerce small yellow car trailers, local life group word small houses and other transformation forms, bringing users immersive experience of rich content related to the event and gaining diversified interactive and consumer experience.
Previously, in addition to accompanying users to enjoy the highlights of various events of the Paris Olympics around the clock, the "Watch the Olympics Together" studio also launched columns such as "Old Friends Fun Games" and "Connect to Chat with You", inviting more than 20 creators such as Summer Flower Girl-Big Sister, Guan Xiaoyu, and Wang Zixing who talks about football to participate in live interactions and connections, and play games, answer questions, and sweat in the cloud fitness with users; brands such as Budweiser, Peak, Haier, Anta, Huili, Xidesheng, Nestlé, Xtep, iQOO, vivo, and Jianlido, as well as local life merchants, appeared in the "Big Brands Send Benefits" and "Group Purchases Send Gifts" columns, taking everyone to buy a list of good things in one stop and enjoy group purchase discounts on food, drink, and fun.
In fact, as the rights holder of the 2024 Paris Olympic Games, Kuaishou has continued to focus on the integration of content and business during this Olympics. On the one hand, it has created a super content matrix that integrates on-demand viewing of all events, diverse and innovative self-made content, and rich UGC content, building a comprehensive "cloud home" for following the Olympics; on the other hand, it has linked up with brands and merchants across the entire business ecosystem, including platform e-commerce and local businesses, to bring users viewing benefits and gold medal products, creating a one-stop event "consumption venue."
In this context, the "Watch the Olympics Together" studio integrates the Olympic interest content in a full-scene format, allowing users to enjoy content, participate in interactions, and place orders at the same time, effectively shortening the conversion path, improving marketing effectiveness, and working with merchants and influencers to meet the full-link user needs from content to consumption.
Data shows that in the first day of the e-commerce brand time period, @Budweiser official flagship store achieved more than 10 million exposures per hour, with a maximum number of online users exceeding 100,000, an average increase of 11 times in the number of buyers per hour, a 16-fold increase in the hourly GMV, and a 168% increase in the payment conversion rate. More than 80% of the ordering users were not fans of the brand. In the local life time period, a total of 24 group buying brands participated, among which Mixue Bingcheng, KFC and Wallace were popular, with an average of 10 million exposures per day during the event.
Following the footsteps of the event, the "Watching the Olympics Together" studio will continue to present wonderful content in a panoramic view, helping brands and merchants integrate into the atmosphere of the event and seize the new trend of sports marketing. Next, the studio will welcome more influencers and government accounts to participate in the interaction, and Olympic champions will make surprise appearances. Brands such as Dreame, Yili, and Dove will also appear one after another to deliver surprise benefits and brand-name products to users.
Correspondent Feng Wen
Proofread by Sheng Yuanyuan
