We developed a detailed social content calendar for before, during, and after the Olympics, incorporating made-for-social video and visuals based on a series of interviews, as well as content that lived on the Corporate blog. We also provided resources to facilitate the distribution of this content across additional external channels (other owned entities, local field handles, employees, etc.) and promoted via a paid push, driving 36MM owned impressions during the Olympics and a double-digit brand lift when exposed more than once on YouTube.