Inspiration and Authenticity are Key Factors in Social Sharing

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Have you been watching the Olympics?  Following along with the games can be a great distraction from less inspiring and hopeful news stories this summer.

Despite declined ratings, NBC has sold over $1.2B in ad time.  And though we’re now seeing viewers experiencing the Olympics in ever-changing ways (live streaming, in-app viewing, online recaps, etc.), advertisers are still adjusting to this new media landscape.

Yesterday, AdWeek examined the popularity of Under Armour’s Michael Phelps ad and what makes it one of the most shared Olympics spots ever.  (See original article here)

One key takeaways is that “inspiration” is a critical emotional response that encourages social sharing among millennial men (ages 18-34).  Most sharing, unsurprisingly, comes from Facebook and Twitter.

Authenticity is another key brand attribute that elicits shares: “Especially with younger viewers, over three-quarters will lose trust in a brand if an ad feels fake. Under Armour’s recent campaigns are all consistently authentic. They’re doing a really nice job of drawing this out and creating new content that all work really well together in their content stack, in this authentic way of portraying athletes and their origin stories, showing the things that you don’t always see” says  Devra Prywes, VP, marketing and insight at Unruly.

Here, The Drum looks at more campaigns from brands like Nike, P&G, Minute Maid, and Nissan.  And you can find all the Olympics coverage from AdAge here.

GO USA!

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