Deloitte Digital helped Team USA identify a new growth audience to expand interest and viewership. We quantitatively studied existing fans’ behaviors and attitudes and then created a lookalike audience from people who share those characteristics. We identified this growth audience as Boundary Breakers. From this growth audience data, we used our proprietary Values Compass tool to identify what motivates them, and made sure to ground all Team USA brand fundamentals, social strategy, and content pillars in those insights.
Next, we evaluated the global sports universe where fans most engage—on social media—to identify a unique whitespace for Team USA to own. No other team, league, broadcast channel, or social platform can provide the sheer breadth and depth of athletic discovery that Team USA can. We identified Team USA’s specific role within athletic discovery that motivates our Boundary Breakers: to push the boundaries of human potential through sport. Doing this will propel Team USA to become a driving force of sport culture.
USOPC chief growth & strategy officer