• by Karissa Sachs , October 31, 2024

The 2024 Paris Olympics will be remembered for an amazing comeback for Simone Biles, the introduction of breakdancing as well as the significant milestone of gender parity, with an equal number of male and female athletes competing for the first time.

And whether you realized it or not, you also witnessed marketing history being made. Paris Olympics content registered a 184% increase in impressions across NBC Sports channels and delivered a 497% increase in social video viewership compared to the Tokyo Olympics, according to Nielsen and other measurement companies cited by NBCUniversal.

Let’s learn a lesson from an unlikely Olympics marketing master: Snoop Dogg. Snoop’s presence and involvement at the Paris Olympics redefined how we, as marketers, should be thinking about engagement, audience connection and branding. His approach holds valuable insights for how to successfully connect in today’s competitive landscape.

Perhaps the greatest lesson from Snoop is that authenticityalwayswins.

Snoop didn’t change who he was to fit the role of commentator. Instead, he embraced his persona, delivering commentary with his signature laid-back style and humor. This authenticity fostered connection, making audiences feel like they were watching with a friend, not just another sports analyst.

Too often, marketing relies on scripted, one-size-fits-all language that doesn’t connect with the target audience. Consumers are hit with thousands of ads each day, so it’s imperative for brands to rethink how they connect with audiences, ensuring their brand voice resonates as genuine, relevant and human. People gravitate toward brands they trust, and trust is built on authenticity. Here are a few ideas to get you closer to the gold medal:

Prioritize user-generated content (UGC): Encourage and showcase genuine customer experiences and feedback through reviews, testimonials and social media. Remember, people trust people over big consumer brands, so look for ways to highlight the real faces and voices that represent your brand. Create branded hashtags and encourage customers to share photos or videos using them. Then, repost the best entries on social media. In addition, try UGC in your next paid advertising campaign, giving users the spotlight and showcasing authentic experiences.

Leverage employees as brand ambassadors: Employee advocacy is a crucial component of nearly 90% of B2B social media strategies, according to Gartner. Audiences are receptive to it, particularly when it originates from targeted efforts by brands and marketing teams.

With employee advocacy platforms, employees can easily share brand content with their networks, expanding reach and lending authenticity to the messaging. Don’t be afraid to explore bold moves like employee takeovers of social media, sharing behind-the-scenes content from their unique perspective.

Don’t let automation overshadow authenticity: Marketing automation allows companies to scale their messaging efforts and maximize efficiencies, but when overused or mismanaged, it can lead to impersonal interactions that feel robotic or, in challenging times, tone-deaf. To avoid this, brands must prioritize personalization while ensuring their voice remains genuine and relatable. Creating buying personas and personalizing email campaigns with consumer behavior content and data should be considered table stakes.

The marketing landscape is rapidly evolving, but one thing remains constant: Authenticity is the gold standard. Just as Snoop Dogg's genuine persona captivated audiences during the 2024 Paris Olympics, brands that prioritize real connections and humanized communication will thrive.

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