Case Study

Video at forefront of Australian Olympic Committee's strategy for the Rio 2016 Games

Video at forefront of Australian Olympic Committee's strategy for the Rio 2016 Games
As a not-for-profit...we need to work efficiently and streamline processes whenever we can. With Brightcove, we were able to streamline the video workflow.
Andrew ReidDigital Manager, AOC

Online video drives engagement and opens up new revenue stream for not-for-profit.

The Australian Olympic Committee (AOC) is a non-government, not-for-profit organisation that supports development of high performance sports and athletes in Australia through fundraising and other initiatives. It has an exclusive responsibility for selecting and funding Olympic and Youth Olympic Teams to represent Australia at summer and winter Games.

Background

The Australian Olympic Committee (AOC) is a non-government, not-for-profit organisation that supports development of high performance sports and athletes in Australia through funding and other initiatives. It has an exclusive responsibility for selecting and funding Olympic and Youth Olympic Teams to represent Australia at summer and winter Games.

The AOC is also responsible for spreading the Olympic spirit and ideals throughout the wider community and educating Australians on the remarkable history of Australians at the Games since 1896. The AOC’s website is home to all the relevant content about Australian Teams at the Olympics, comprising history, results, of written news, blogs from athletes, and exclusive videos that give the Australian public a sense of the journey and behind the scenes of chasing the Olympic dream.

As a non-for-profit organisation, the AOC is dependent on support from its sponsors, contributions from the Australian Olympic Foundation (AOF), fundraising at corporate events, and the backing of state governments.

The digital strategy of the AOC helps generate interest from sponsors and create interest in Australian athletes outside of the peak Games periods.

Situation

Video has long been a part of the AOC’s broader content strategy. Its video content is mainly produced in-house, such as feature interviews with athletes, training sessions and news relating to the organisation, and upcoming events. However, these videos tended to be produced sporadically. In an effort to engage more consistently with the public, and also noting the high engagement metrics of video to attract and retain audiences, the AOC continues to put greater emphasis on consistent video content as part of the their content marketing strategy. Using summer Games as an example, Beijing 2008 was the start, London 2012 with 470 videos took another big step and then the Rio campaign will be the next level in quality video content.

The AOC looked to accomplish several goals with their revamped marketing strategy, including creation of better control over its content, drive website traffic and a more effective representation of the AOC-associated brands. While back in 2009 it had built its own media centre to store and manage all videos, other video channels provided less control over the content than was needed and for the association of related sports and athlete metadata..

The AOC was committed to invest in its online presence and looked to generate a new revenue stream through its new offerings; something the organisation was unable to do under its old online operations model.

In addition, the AOC found that it was extremely time consuming for its in-house media team to upload, transcode, and manage its large portfolio of videos. Thus the ability to streamline these backend workflow processes was urgently needed.

Goals

  • Deliver consistent, seamless user experience across devices to increase reach and engagement with consumers
  • Gain greater control over video content and advertising
  • Generate new revenue streams
  • Simplify backend processes, including uploading and transcoding as well as video content management

Solution

The AOC understood that video is the future of content marketing. They focused on videos as the key to keeping the public engaged all year round. To power their revamped video marketing strategy, the AOC selected Brightcove’s Video Cloud solution. With the implementation of Video Cloud, the organisation was able to overhaul its online video workflow, significantly simplifying and optimising the way videos are uploaded, ingested, transcoded, and published on the website mobile devices and social media channels.

“As a not-for-profit organisation and with such a small team, we need to work efficiently and streamline processes whenever we can,” said Andrew Reid, Digital Manager at the AOC. “With Brightcove we are able to streamline the video workflow. We can now upload a video once and the software automatically transcodes the video to ensure it plays seamlessly for all consumers, regardless of the device, browser or operating systems they are using.”

Using Brightcove Video Cloud, the AOC can upload videos more frequently and manage content, players and playlists in one location for a more user-friendly experience.

The organisation achieved greater control over its video content, helping increase its viewer reach and retention. Instead of hosting video content disparately across third party channels such as YouTube, now all of the AOC’s video content is hosted on its website. By leveraging Brightcove’s YouTube Sync capabilities, the AOC can provide a sample of video content on YouTube, with the ultimate aim of driving traffic back to its own website.

Video Cloud has eased the process of sharing video content between broadcast partners, who are also Brightcove Video Cloud customers. During the Sochi 2014 Olympic Winter Games, the AOC easily shared competition highlights and athlete interviews with Network Ten directly through the Brightcove portal. This removed the need to upload and transcode clips again once exchanged, which resulted in quicker time to live for the AOC. It also meant both parties expanded the reach of its content, with content being distributed through multiple partners and channels.

”Before we adopted Brightcove Video Cloud, we had to share content on CDs which contained the videos, and then transcode them to ensure they played perfectly in our video player,” Reid said. “This was time consuming and inefficient. But for the Rio Olympics, using Brightcove’s cloud-based video platform, we will be able to share and publish content quickly and easily. It is definitely something we are looking to do more of in our bid to increase our reach and engage with our public fan base.”

Winning partnership

Since partnering with Brightcove, the AOC has completely overhauled its approach to video. Not only has the process of uploading and publishing video been simplified, but the AOC has both increased the reach of video and improved engagement levels.

Between 2011 and 2015, monthly online video views increased 273 percent on the website, with significantly higher engagement than the organisation had previously experienced. Those metrics are expected to play out through the 2016 Olympics. The AOC is forecasting 280,000 online video views during the Games, an uptick of at least 30 percent compared to the London Olympics in 2012.

“Brightcove has really helped us create a more strategic and engaging video content strategy, ultimately helping us achieve our overall aim of sharing the spirit of the Olympics,” Reid said.

What's next?

In the lead-up to the Rio 2016 Olympic Games, the AOC is looking to create and host more video content on its website. The organisation is planning to create a total of 400 videos about Australian athletes, targeting the team to create online buzz for the Games, and to find and educate new fans.

The organisation will send a dedicated team to produce more videos and of better quality onsite at the Games. With Brightcove’s Video Cloud, the production to publishing process will be quicker and easier, with significantly decreased turnaround times. The AOC will also be placing a greater focus on ways to share content across both its own and partner social channels to boost its reach and improve fan base engagement.

In addition, the AOC is looking to generate a new revenue stream, through the insertion of pre-roll ads into videos that appear across its website and social media. This will open a valuable new monetisation opportunity, which will be a particularly important funding stream for the non-for-profit organisation.

Brightcove is not a sponsor of the AOC or Australian Olympic Teams. We have been a provider of paid services to the Australian Olympic Committee for several years. See the Australian Olympic Team partners and suppliers here.