To support its sponsorship agreement of the Canadian Olympic Committee (COC), Mondelez Canada developed an integrated campaign called Pride & Joy.

Designed to engage and elevate real Canadian moments of pride and joy during the 2014 Sochi Olympics, four lead brands – Oreo, Ritz, Cadbury Dairy Milk, and Dentyne – owned Canadian medal & medal worthy moments through featuring appropriate Canadian Olympic content on Facebook and Twitter in real-time.

Like the Canadian Olympian’s we were supporting, preparing to compete in the crowded venue of Olympic marketers required months of rigorous preparation.

First, a Pride & Joy Playbook was developed prior to the Games and reviewed with all key partners to provide guidelines for content, pre-approved content based on the COC’s editorial calendar and medal predictions, as well as laying out processes for navigating the highly involved partnership arrangements and intense Olympic regulatory standards.

As the games got closer, The Pride and Joy Social Team & Hub was established and functioned as a core team, responsible for managing all Olympic Pride & Joy social content while also mitigating risk, reducing operational redundancies, and protecting the core campaign messaging from becoming fractured due to execution by a large number of internal and external partners.

Once the torch was lit in Sochi, the Pride and Joy Social Hub coordinated all inter-agency efforts and monitored social media, spotted trends, strategically organized and developed content, and obtained approvals from the COC and Mondelez legal so brands could quickly capitalize on unplanned moments and emerging storylines.

Once the Games began, the Pride & Joy Social Hub sprang into action, evaluating real-world events and social trends to identify authentic Canadian opportunities for our brands.

Each day of the Olympics began at dawn where the Pride and Joy team led a daily inter-agency call to brief all external partners on daily events, trends, and coordinate content development and approvals.

The hub constantly monitored a wide array of social channels, including owned properties to those belonging to media outlets, as well as competitors, and even our own Canadian athletes, so that that the team could connect important moments to Canadian stories of pride and joy in their respective social tone of voice and strategy.

From Oreo being the first cookie with #sochiselfie, Dentyne and a passionate Olympic kiss, Cadbury Dairy Milk sharing irrepressible joy during the Women’s Hockey golden comeback, and Ritz showcasing Canadian fans making their own medals.

The Pride & Joy campaign was an overwhelming success, surpassing our pre-determined goals and easily outpacing Mondelez Canada’s pervious social benchmarks. More specifically:

• Sales results for the four lead Pride and Joy brands exceeded projections by 30%

• Each lead Pride and Joy brand experienced substantial growth during the Olympics, with Cadbury Dairy Milk consumption increasing by 11%, Ritz by 6%, Oreo by 20%, and Dentyne by 19%

• Oreo Canada surpassed global Twitter benchmarks for retweets and favourites by 135% and 508% respectively

• Dentyne claimed its highest market share since 2008

• Purchase Intent for Ritz and Oreo increased over 25% during the Games amongst consumers who were aware of the Pride & Joy campaign

• Pride & Joy garnered 175.25 million potential social media impressions