Helping Team GB Achieve Gold Standard Results Ahead of Paris 2024
TEAM GB
Scaling a brand at the highest level demands precision, creativity, and speed. Team GB’s pre-Olympic digital campaign is a standout example of what happens when strategic thinking meets elite execution.
Ahead of the Paris 2024 Games, Team GB needed a campaign that would energise fans and convert excitement into shop sales — all while cutting through one of the most crowded content environments imaginable.
The Challenge
Team GB faced a dual challenge:
Capture fan attention in an increasingly saturated pre-Olympic digital space.
Drive meaningful revenue through their online shop to help support British athletes.
The competition for attention was ferocious, with fans already bombarded by Olympic content from brands and broadcasters globally. Team GB needed a campaign that was not just eye-catching, but also relentlessly focused on engagement and conversions.
The Growth Guys’ Solution
The Growth Guys designed a phased, data-driven strategy built around four pillars:
Deep Audience Insight: We deployed A/B testing, segmented audiences by engagement behaviour, and fine-tuned targeting to maximise relevance at every stage.
Creative Excellence: In partnership with Team GB’s in-house team, we developed dynamic ads that blended authentic athlete-generated content with striking brand visuals, striking an emotional chord that fostered loyalty and excitement.
Agile Campaign Management: Working closely with Team GB through multiple strategic and creative sessions, we continuously monitored performance, adapting messaging and creative assets in real time to maintain momentum and optimise spend.
Platform Partnerships: We liaised directly with TikTok's strategic team to help Team GB plan and manage their £800,000 launch budget, ensuring best-practice rollout and early mover advantage across new ad formats.
All creative assets were carefully crafted within Team GB’s strict brand guidelines — protecting brand integrity while pushing for maximum performance.
The Results
Between 17th May 2024 and 14th August 2024, the results were nothing short of outstanding
Key Outcomes:
Over 738,000 Accounts Centre accounts reached.
107,754 link clicks driven at an ultra-low cost of £0.08 per click.
£14.69 in revenue generated for every £1 spent.
4,120 website purchases, at a remarkably low average cost of £3.91 per purchase.
Catalog Ads campaign alone achieved a stellar 17.24x ROAS.
Each KPI significantly outperformed industry norms, with CTR nearly four times higher and CPC around six times lower than typical benchmarks.
The Numbers
Metric
Click-Through Rate (CTR)
Cost per Click (CPC)
Return on Ad Spend (ROAS)
Website Purchases
Cost per Purchase
Cost per 1,000 Impressions (CPM)
Performance
3.99%
£0.08
14.69x
4,120
£3.91
£3.09
Industry Benchmark
0.5%–1% (average)
£0.50–£1.50
4–5x considered excellent
-
£10–£50 typical
£5–£10
Why It Worked
Collaboration: Regular creative and strategic meetings with Team GB ensured campaigns stayed tightly aligned to brand vision while maximising responsiveness to live data.
Platform Partnerships: Direct engagement with TikTok ensured early access to new opportunities and optimised spend across key channels.
Creative Agility: Adapting athlete-led storytelling into conversion-optimised formats helped the brand stand out emotionally, not just visually.
Relentless Optimisation: Real-time performance monitoring and quick-turn creative updates kept campaigns fresh and results climbing.
Conclusion
In one of the most competitive media landscapes on the planet, The Growth Guys helped Team GB not just compete — but dominate. Through a combination of strategic precision, creative agility, and deep collaboration, we turned Olympic excitement into commercial success, supporting British athletes on their road to Paris 2024.