Kuaishou Paris Olympic Games content has a total exposure of 310.6 billion, creating a home and consumption venue for all people to follow the Olympic Games
2024-08-19
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The 2024 Paris Olympic Games came to a successful conclusion. As the rights holder of the Olympic Games, Kuaishou has fully integrated the content ecology and business ecology resources to create a "cloud home" and "consumption field" for the whole people to follow the Olympics, bringing a super experience of "going to Kuaishou and following the Olympics" to 700 million old iron users. During the Paris Olympics, the total exposure of Kuaishou's Olympic-related content reached 310.6 billion, 640 million old irons watched the Olympics through Kuaishou, and Kuaishou old irons participated in 15.89 billion Olympic interactions. At the same time, more than 13,000 brands and merchants participated in Kuaishou's e-commerce and Kuaishou's local life Olympic consumption season activities to find new business, and more than 150 brands joined hands with Kuaishou to explore the value of sports marketing. In this Olympics, Kuaishou successfully achieved co-creation and win-win with users, brands, and merchants with the "sports +" model.
physical education+Content creation“Cloud Home”Kuaishou becomes the origin of the original Olympic hotspot
Kuaishou, which has rich experience in operating large-scale and copyrighted events, launched multiple innovative contents throughout the entire cycle of the Paris Olympic Games, bringing users a super content matrix that integrates on-demand viewing of all events, diverse and innovative self-made content, a variety of fun interactive gameplay, and rich UGC content. It provides a one-stop presentation of Olympic events that is "new, hot, fast, and complete", fully meeting users' needs for following the Olympics, and providing rich and diverse scenarios and efficient opportunities for brand marketing.
In terms of Olympic events, Kuaishou has launched an Olympic channel that presents on-demand events, event schedules, medal tables and exciting event content in a panoramic manner, building an Olympic "cloud home" exclusively for friends. Users can watch the gold-winning moments of Chinese athletes, the highlights of Olympic events and the exciting content of the opening and closing ceremonies of the Olympics on the Kuaishou Olympic channel. According to statistics, the number of visits to the Kuaishou Olympic channel exceeded 896 million, and the number of views in the Kuaishou Olympic event content studio reached 4.75 billion.
In terms of derivative IP, the Olympic derivative content launched by Kuaishou continues to go viral, with the number of on-site sports content IP views reaching 11.08 billion. Among them, "Champions Watching Group" invites champions to chat with users about the event, and the exclusive content has triggered discussions across the network; "Follow the Champions to Visit Paris" takes users to visit the romantic Paris outside the Olympic arena; "Good Morning, Paris" is an information program that focuses on "spicy comments" with opinions and attitudes; "Champions Are Here" invites Olympic champions such as the men's and women's table tennis teams, Quan Hongchan, Chen Yuxi, Zheng Qinwen, and Xie Yu to enter the live broadcast room; "Paris Team" invites athletes such as Su Bingtian to start live broadcasts on Kuaishou and share their feelings about the event with users.
In addition, Kuaishou launched the "Kuaishou Village Olympics", a special mass sports event that is "both Country and City" on the eve of the Olympic Games, creating a feast that integrates rural culture and sports competition. The offline main competition area of the "Kuaishou Village Olympics" in Guizhou attracted more than 135,000 people to watch, the total number of online related live broadcasts exceeded 500 million, the number of related topic video playbacks exceeded 5.4 billion, and the number of off-site hot searches for topics was nearly 100, igniting the enthusiasm of the whole people to welcome the Olympics in advance.
In addition to watching Olympic events and derivative content, Laotie users also "participated" in the Olympics in all aspects through interesting interactive gameplays such as passing the torch, guessing the winner, playing games, challenges, red envelope rain, magic expressions, and like special effects on Kuaishou. During the Olympics, Kuaishou Laotie ran to Paris through the interactive gameplay "Torch Relay", the Olympic torch was lit 930 million times on Kuaishou, Laotie followed the news of China's gold medals 3.234 billion times on Kuaishou, and beat drums to celebrate Olympic champions more than 2 billion times. #Not a Champion is a Hero was online for 10 days and Laotie liked more than 100 million times, and Laotie had 15.75 million conversations with AI Xiaokuai.
With rich and diverse content supply and timely and interesting interactive gameplay, Kuaishou has become the "cloud home" for the whole nation to follow the Olympics. The high-quality content has also led to a series of Olympic hot topics and events such as #Su Tian appeared at the opening ceremony of the Paris Olympics, #Xie Yu cried when talking about her father, #Quan Hongchan and Chen Yuxi left messages to each other, and #Fan Zhendong said that the future may not be table tennis, etc., which have topped the Kuaishou hot list and quickly fermented and became popular throughout the Internet, and appeared on the hot search hot lists of multiple platforms outside the station. Kuaishou has become the "hot spot origin" of the Olympics. According to statistics, during the Olympics, Kuaishou-related content appeared on the hot search hot lists inside and outside the station 7,997 times.
physical education+Commercial Integration Builds the Olympics“Consumption venue”, helping brands and merchants to expand new sales
In addition to the "cloud home field" created by the super content matrix and interactive gameplay, Kuaishou has also linked the platform's commercialization, e-commerce, local and other full-line business ecological resources to build a one-stop "consumption field" for the Olympics for 700 million old friends through multi-scene integration, helping brands and merchants to expand new business.
In terms of commercialization, Kuaishou has become the preferred platform for more and more brands in sports marketing. This time, more than 150 brands including Yili, China Mobile, Geely Auto, JD.com, Jiaduobao, Meituan and others jointly explored marketing innovation with Kuaishou. Among them, around the "Kuaishou Village Olympics" scene, Jiaduobao, Tanwan, and Didi conveyed brand value through fancy brand placement at the opening ceremony and event site; online through live broadcast + conversion components, in-depth interaction with users to achieve product effect and marketing integration. At the same time, combined with high-traffic gold-winning content, Kuaishou covered multiple major traffic scenes in and outside the main venue of the Olympics, and brought super exposure to Yili in the form of "Gold-winning Moment" pop-up windows to enhance brand reputation. In addition, Kuaishou and Geely innovated sports marketing gameplay at the torch venue and interactive game scenes. Cars and customized cartoon characters accompanied users throughout the "run" to Paris to establish product image and product mindset.
It is worth mentioning that this time, Kuaishou also innovatively integrated various content forms such as content programs, brand merchant live broadcast rooms, local life group purchase live broadcast rooms, and interactive scenes such as chatting, guessing, and watching content through the 17X24-hour non-stop "Watching the Olympics Together" studio, enabling users to enjoy content, participate in interactions, and place orders in one stop. The project attracted 42 brands, e-commerce merchants and local life merchants to participate during the Olympics, and the studio brought 1.228 billion exposures to the brands. In the first day of the e-commerce brand connection, @Budweiser Beer Official Flagship Store achieved more than 10 million exposures per hour, the highest number of simultaneous online users was 100,000+, the hourly GMV increased by 16 times month-on-month, and the proportion of new fans transactions accounted for 80%. It can be seen that the "Watching the Olympics Together" studio has significantly improved the brand marketing efficiency by opening up the links between content, business and conversion.
In terms of e-commerce, before the Olympics, Kuaishou e-commerce launched the "Gold Medal Good Goods Carnival" with nearly 2,893 merchants, creating an exclusive e-commerce venue to meet the needs of old iron users to watch and buy. The exciting event content and popular topics have greatly promoted the consumption of old iron users. Shortly after the start of the Olympics, the GMV of badminton products increased by more than 130% year-on-year, the GMV of outdoor bicycle products increased by nearly 120% year-on-year, and the GMV of tennis equipment increased by more than 100% year-on-year. During the Olympics, the GMV of sports products increased by 129% year-on-year. Old irons in cities such as Beijing, Harbin, and Changchun are not afraid of jet lag and stay up late to follow the game and place orders. The consumption enthusiasm of old iron users has also stimulated the enthusiasm of merchants in reverse. Data shows that the broadcast time of brand merchants participating in the "Gold Medal Good Goods Carnival" during the Olympics increased by 82% year-on-year, and the number of short videos released increased by 112% year-on-year.
In terms of local life, Kuaishou has joined hands with tens of thousands of merchants to fully meet the needs of old users who "want to follow the game, eat, drink and have fun". During the Olympic Games, the amount of local life payments on Kuaishou increased by 251% year-on-year, the number of payment orders increased by 187% year-on-year, and the average number of daily paying users increased by 176% year-on-year. Among a large number of consumer users, new customers accounted for 49%, that is, one out of every two customers sold by brand merchants was a new customer, and more than 60% of the orders came from new markets. The Olympic Games coincided with the summer vacation, the beginning of autumn, and the Chinese Valentine's Day, which also led to an explosion in the sales of food, milk tea, flowers and other categories of goods.
The 2024 Paris Olympics has come to an end. As the rights holder of the 2024 Paris Olympics, Kuaishou has integrated all resources of the content ecology and business ecology, and innovated the event operation model with the "Sports +" strategy. It has not only created a "cloud home" and "consumption field" for 700 million old users to chase the Olympics, but also created a "business field" for tens of thousands of brands and businesses, helping them to expand their business. In the future, Kuaishou will continue to work with users, brands, and businesses to create and become stronger together based on its leading copyright event operation experience, prosperous sports content ecosystem construction, and perfect sports marketing business links.
