The Canadian Olympic Committee serves as the backbone of Canada’s Olympic movement, providing support for Canada’s elite athletes and inspiring all Canadians through the power of sport.
Challenge: Reaching Relevant Audience Segments to Improve User Acquisition
To drum up awareness and engagement for the XXII Winter Olympic Games and beyond, The Canadian Olympic Committee worked with Gigya to better understand and engage its target audience segments, increasing Facebook ad conversion rates by 106% while decreasing campaign costs by 51%.
Solution: Capturing Consumer Identity Data to Inform Advertising Efforts
By using Gigya’s Social Login to sign in to the Winter Olympic Games community platform and the Canadian Olympic Team site, fans provide permission- based access to specific demographic and psychographic information housed within their social profiles. This information is then normalized, indexed and stored using Gigya’s Identity Storage database.
Using Gigya’s Consumer Insights dashboard to analyze fans’ permission-based data, the Canadian Olympic Committee discovered that users logging in via Facebook to the Winter Olympic Games community platform shared similar demographic profiles, as well as interests in Canadian hockey teams, TV shows like The Big Bang Theory and Ellen Degeneres, and particular gaming apps.
These types of insights are used to build custom and look- alike audience segments to reach users with similar profiles who are most likely to convert across Facebook and Twitter via promoted campaigns.
“Working with Gigya has given us the tools and insights necessary to truly understand our audience. We’ve been able to get an identity-centric view of our fans and turn this data into actionable insights, improving our campaign costs and conversion rates. Gigya’s permission-based approach to collecting consumer data is quickly replacing traditional customer research strategies as a more accurate way to learn about our audience.”
Georgia Sapounas, Digital Manager @ Canadian Olympic Committee
You can download the full Canadian Olympic Committee case study here to learn more.
By Tobias Meyer-Grunow