| Editorial staff
|
08.08.2024
The Olympic Games offer plenty of material for discussion and at least as many opportunities for advertisers. A recent study reveals which athletes and companies from Germany represented in Paris are doing well online… and who is wasting potential.
According to its own information, Kolsquare, founded in Paris six years ago, is Europe’s leading influencer marketing platform. Customers such as Coca-Cola, Netflix, Sony Music and Lacoste rely on “a data-driven solution that enables brands to increase their awareness and sales through authentic content collaborations with inspiring KOLs (‘Key Opinion Leaders’).”
Kolsquare has now taken a closer look at the extent to which athletes and companies from Germany are using the current Summer Olympics for effective influencer marketing. The basis was the company’s extensive data, and the study period ran from the beginning of the year to August 1st.
The analysts have chosen the first key performance indicator (KPI) as Mentions i.e. references to the respective profile.
- Dennis SchröderBasketball: 410 Mentions
- Christmas FireFootball: 267 Mentions
- Alicia SchmidtAthletics: 254 Mentions
- Lena OberdorfFootball: 241 Mentions
- Alexandra PoppFootball: 226 Mentions
The Kolsquare experts single out Alicia Schmidt as an exception due to her notable Instagram following of 5.3 million users, as the only top-five finisher not in a popular team sport.
The second KPI was Engagement-Volumen This reveals how intensively a profile has been interacted with.
- Dennis SchröderBasketball: 9.489.911
- Lena OberdorfFootball: 3,676,372
- Giulia GwinnFootball: 3,434,092
- Lea SchüllerFootball: 2,944,310
- Christmas FireFootball: 2,921,616
At the end of the athlete analysis, the Earned Media Value (EMV) According to Kolsquare, it is “probably the most important metric in influencer marketing”. It defines the financial equivalent of existing engagement and helps companies identify suitable brand ambassadors.
- Dennis SchröderBasketball: 20 million euros
- Lena OberdorfFootball: 6 million euros
- Giulia GwinnFootball: 5.7 million euros
- Lea SchüllerFootball: 5.5 million euros
- Christmas FireFootball: 5 million euros
Last but not least, the Kolsquare study also reveals the EMV of “those partner companies of Team Germany that explicitly target the end consumer”. The Instagram profiles were examined for the evaluation.
- Adidas: 3.83 million euros
- : 1.2 million euros
- Emma: 995.000 Euro
- Lufthansa: 490.000 Euro
- Toyota: 194.000 Euro
- Allianz: 49.000 Euro
- Eurostar: 13.300 Euro
The Kolsquare team was astonished to discover that the Olympic Games played no role on the Instagram profiles of Sparkasse and Fackelmann during the study period, even though both act as partners of the German team. Both had therefore “in no way exploited” the existing content potential.
