🏊 “Goggles On” – USA Swimming’s Storytelling Triumph

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💡 Today’s Insight

“Goggles On” – USA Swimming’s Storytelling Triumph

USA Swimming launched the “Goggles On” campaign to unite beginners and elite athletes under a shared gesture—pulling on swim goggles. The campaign blends emotion and personalization through video storytelling, a revamped web platform, and tailored mobile dashboards for 200+ personas.

Key Takeaways

• Universal symbol: Using goggles creates an emotional bridge from toddler swim lessons to Olympic training.

• Dual audience strategy: Content targets both grassroots swimmers and Olympic fans to drive broad engagement.

• Personalization powered by tech: USA Swimming upgraded data systems to deliver tailored experiences.

• Multi-channel storytelling: Campaign spans video, social, website, and mobile dashboards for deeper connection.

• Community and conversion: The campaign strengthens brand loyalty and drives local swim club signups.

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