The Olympics, held every four years, remains one of the most valuable commercial platforms for brands worldwide. As a top-tier intellectual property (IP), the Olympic Games offer a unique opportunity for brands to achieve significant exposure and strengthen their market presence. However, establishing a memorable brand image during such a competitive event requires careful planning, creativity, and the ability to effectively connect the brand, the Olympic spirit, and the audience. The challenge lies in standing out from the crowd — a task that has proven to be both rewarding and risky for various Chinese brands during the Paris 2024 Olympics.
This article explores both the triumphs and pitfalls of Chinese brands' marketing efforts during the Paris 2024 Olympics.
Positive cases
Case 1: Yili Group’s Quick Response to Luyu’s Olympic Logo Resemblance
👆🏻Chen Luyu and the Paris Olympic Games logo
Yili Group is a leading Chinese dairy brand known for its wide range of products, including milk, yogurt, and ice cream. With a strong presence in China, Yili has a history of creative marketing campaigns that resonate well with consumers.
During the Paris Olympics, Yili seized a golden opportunity when Chinese TV host Luyu garnered attention for her uncanny resemblance to the Paris Olympics logo. Recognizing the viral potential, Yili quickly appointed Chuyu as their Paris Olympics viewing ambassador. This swift move allowed the brand to capitalize on the sudden surge of interest, turning a fleeting moment of viral attention into a substantial marketing asset.
Yili’s quick response not only reinforced brand recognition but also successfully converted short-lived viral traffic into long-term brand equity.The campaign demonstrated the power of agility in marketing, where a timely response can significantly amplify a brand’s impact during global events.
Case 2: Yili’s “Purple Spirit” Campaign with Sun Wukong’s Disciple
👆🏻Memes made by netizens using Journey to the West
Wukong: Brother Sha, you are really on fire now!
Continuing with Yili, the brand also explored creative storytelling by connecting the Paris Olympics with a beloved cultural icon from Chinese literature.
Yili launched the “Purple Spirit” campaign, cleverly tying the purple track at the Paris Olympic Stadium with the purple robes of Sha Wujing (also known as Sandy), a character from the classic Chinese novel Journey to the West.
👆🏻Yili posters
The campaign played on the humorous notion that “Sha Wujing has always been a fashion trendsetter,” resonating with the audience’s appreciation for blending classical culture with modern events. The campaign incorporated popular online phrases like “Missing you, Sha, still blowing towards Paris” and “Absolute Purple,” which further fueled the campaign's popularity.
By linking a modern sporting event with a classical literary figure, Yili not only sparked renewed interest in the Paris Olympics but also bridged the gap between traditional culture and contemporary audiences. This approach helped the brand connect with younger consumers, reinforcing Yili’s image as both innovative and culturally relevant.
Case 3: Xu Xin’s Xuperman Brand
👆🏻Xu Xin's self-created "Table Tennis Idiom
Dictionary" and designed table tennis racket
Xu Xin is a renowned Chinese table tennis player, widely respected for his skill and sportsmanship. In 2022, Xu Xin launched his own sportswear brand Xuperman, which focuses on table tennis education and lifestyle, leveraging Xu's popularity and comedic persona to attract attention. The name "Xuperman" combines Xu Xin's name with "Superman," reflecting both his athletic prowess and his entertaining personality.
👆🏻Xu Xin cheers on his teammates during live streaming chat rooms
Despite not attending the Olympics in person, Xu Xin made a significant impact via live streaming, where he engaged fans with commentary, humor, and product promotions. He created a unique viewing experience by live streaming matches, sharing humorous commentary, and providing real-time analysis. His lively interactions included sharing memes and personal stories, which resonated well with viewers.
The Xuperman brand saw impressive engagement during the Olympics, particularly among sports enthusiasts and younger consumers. The campaign’s success underscored the potential of athlete-driven brand collaborations during major sporting events.
Case 4: Xiaohongshu’s Collaboration
with Liu Xiang and Kylian Mbappé
Xiaohongshu, also known as RED, is a popular Chinese social media platform that blends user-generated content with e-commerce. It is particularly influential among younger, fashion-forward consumers in China, making it a go-to platform for brands looking to engage with this demographic.
👆🏻Official ad “Almost forgotten the correct pronunciation of Xiaohongshu...”
👆🏻 Mbape's catchy pronunciation of Xiaohongshu has become popular.
During the Paris Olympics, Xiaohongshu took a unique approach by inviting Liu Xiang, China’s legendary hurdler, to teach French football star Kylian Mbappé some basic Chinese phrases. The collaboration was designed to bridge cultural gaps and create a memorable, cross-cultural exchange that would resonate with the platform’s audience. The interaction between Liu Xiang and Mbappé was shared widely on Xiaohongshu, creating buzz and fostering engagement around the Olympics.
The campaign was a success, garnering widespread attention both within China and internationally. The lighthearted and culturally enriching interaction between the two sports stars was well-received, enhancing Xiaohongshu’s image as a platform that promotes global cultural exchange. This campaign also demonstrated the effectiveness of leveraging well-known personalities to create content that resonates with a diverse audience.
Case 5: Kuaishou’s “Village Olympics” (村奥会)
👆🏻Culturally resonant activities “Catch the Chicken and Duck” competition
Kuaishou is one of China’s leading short-video platforms, known for its strong presence in rural areas and among grassroots users. The platform has a reputation for promoting content that reflects authentic, everyday life in China, making it a popular choice for users who seek real, relatable content.
In a bid to bring the Olympic spirit closer to everyday people, Kuaishou hosted the first-ever “Village Olympics” (村奥会), which featured traditional Olympic sports like football, basketball, ping pong, and track and field, alongside events with a rural twist, such as dryland dragon boat racing and finger-pressure board rice planting. The event also included fun, culturally resonant activities like the “Catch the Chicken and Duck” competition, blending the Olympic spirit with local customs and traditions.
👈🏻 Engagement data published by Kuaishou
The “Village Olympics” attracted over 500 million views online, with more than 135,000 people attending in person. The event successfully transformed a global sporting spectacle into a localized cultural festival, igniting widespread enthusiasm for sports across China’s rural communities.
By tapping into the popularity of grassroots sports events like the “Village BA” basketball games, Kuaishou managed to connect with its core audience while also drawing in new viewers. This campaign demonstrated how a global event like the Olympics can be localized to resonate with specific cultural contexts, making the experience more relevant and engaging for the target audience.
Negative cases
Case 1: Yili’s “Premature Celebration” Mishap
👆🏻The ads captured by netizens on the street
While Yili had several successes, not all of their campaigns hit the mark. The brand faced a significant backlash during the Paris Olympics due to a poorly timed advertising campaign.
In an attempt to celebrate the anticipated victories of Chinese athletes Zheng Qinwen, Fan Zhendong, and Sun Yingsha, Yili prematurely aired congratulatory ads on a large screen in Beijing’s Sanlitun area. The ads were released before the competitions had concluded, based on the assumption that these athletes would win or lose their respective events.
👆🏻Yili’s apology statement on Xiaohongshu and Weibo platforms
Unfortunately, not only were these predictions premature, but they were also inaccurate, with some of the athletes not securing the expected victories. This blunder was perceived as highly disrespectful to the athletes, undermining their efforts and the integrity of the competition. Fans and the general public expressed outrage on social media, criticizing Yili for its overconfidence and lack of respect.
The backlash was swift and severe, leading Yili to issue a public apology on social media, acknowledging the error and the inappropriate timing of the ads. This incident highlighted the risks of assuming outcomes in live sports events and the importance of respecting the athletes' efforts. The premature celebration not only damaged Yili’s reputation but also strained its relationship with the athletes and their fans, serving as a stark reminder of the importance of timing and sensitivity in marketing campaigns.
DOUBLE V TIPS for Future Olympic Marketing Efforts：
Reflecting on these cases, several key insights can guide brands in their future marketing efforts:
●Appeal to Younger Audiences: Marketing that embraces humor, contrasts, and interactivity can help brands connect with younger consumers, making the brand experience more enjoyable and less didactic.
●Stay Attuned to Cultural Movements: Utilize the positive cultural atmosphere of the "working bees" trend to convey the brand's corporate values and social responsibility. Through positive stories and case studies, brands can evoke empathy and recognition from young consumers, enhancing brand image and social influence.
●Adapt Marketing to Current Trends: Modern advertising increasingly focuses on the athletes and audience rather than directly promoting products. Brands that can touch the hearts of consumers indirectly are more likely to succeed.
●Simulate and Test Marketing Content: Introducing simulated environments to test marketing content can ensure its accuracy and suitability, reducing the risk of errors in live campaigns.
In an era where trends shift rapidly, brands must remain vigilant and adaptable to capture and retain consumer attention. By learning from both successes and failures, brands can turn fleeting Olympic moments into lasting brand equity.
Double V Consulting is a marketing consultancy specialized in female consumer goods brands. We have been helping overseas brands navigate the complexities of the Chinese market since 2017. We specialize in creating strategies that resonate with Chinese female consumers, leveraging deep market insights and cultural understanding.
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