VALUING OUR ENGAGEMENT WITH INNOVATIVE DATA-DRIVEN SPONSORSHIP INTELLIGENCE TOOL:
We utilized a tool that tracks and values every brand mention and logo usage (through image recognition software) across all our Team Canada and athlete social channels in near real-time. The quality of each mention and logo placement is assessed and a value is applied to each post based on what it would cost to pay for the engagement it received.
- We analyzed the reach and engagement of our content, our athletes content, our NSFs’ content and our sponsored content in a real-time dashboard during Rio 2016.
- Our final analysis post Rio 2016 showed 25 million interactions of fans with Team Canada, athlete, brand and NSF channels, identified an earned media value of 12.2 million dollars.
- 13.8 million interactions with Team Canada, NSF and athlete channels during Games included sponsor mentions or logos, which contributed to 9.8 million dollars of value.