Challenge
Help all National Olympic Committees (NOCs) improve their social media performance with practical strategies they can implement during the Paris 2024 Olympic Games and grow future interest in Olympic sport.
The Work
Redtorch developed the ANOC Digital Accelerator programme in 2021, consistently measuring the social media performance of all NOCs since then. The insights gained from this analysis informed the creation of a Social Media Playbook tailored specifically for the Paris 2024 Olympic Games. This playbook offered practical guidance, including:
• How to maximise social media impact before, during, and after Paris 2024.
• Key learnings from NOC social media performance at Tokyo 2020.
• Industry tips to enhance social media strategies for Paris 2024.
We also conducted a workshop for representatives from over 60 NOCs in the weeks leading up to the Games. During the event, we monitored 725 social media pages to assess the impact.
Impact
Collectively, National Olympic Committees increased their social media audiences by 10.6 million people – an 88% improvement on Tokyo 2020 – and generated over 350 million engagements, marking a 130% rise. The USA experienced the largest audience growth, while Croatia achieved the highest growth rate. Using the Digital Accelerator Programme National Olympic Committees are creating future demand for Olympic sport in their respective nations.
