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Special Project

Special Project
From the 7th Annual Shorty Awards

@teamusa: The Official Instagram of Team USA

Entered in Instagram


The United States Olympic Committee is a non-profit organization that serves as both the National Olympic Committee and National Paralympic Committee for the United States. As such, the USOC is responsible for the training, entering and funding of U.S. teams for the Olympic, Paralympic, Youth Olympic, Pan American and ParaPan American Games. As an organization, our mission is to achieve sustained competitive excellence, while simultaneously demonstrating the values of the greater Olympic Movement. As stewards of the Olympic and Paralympic movement, we aim to inspire all Americans to do the same. The United States Olympic Committee — or Team USA as it is better known — supports America's elite athletes and rallies Americans behind Team USA and it's values. Our social platforms are a direct reflection of our organization's commitment to excellence.

Our strategy on Instagram is to create a feed that will appeal to a wide range of sports enthusiasts, as well as the more casual Team USA fan. In order to appeal to a broad audience, we rely heavily on high quality sports photography, captivating graphic design and clever copywriting. Our motto – design light – helps guide all of Team USA's visual presentation. The goal of @teamusa is to inform, inspire and engage our fans. Whether it's a good luck graphic, victory shot, #ThrowbackThursday, observance of a holiday, or breaking news, Team USA is responsible for both creating and contributing to the worldwide Instagram conversation.

Strategy and Execution

The Olympic and Paralympic Games only occur every two years, and just as our athletes train all year long, Team USA does some of its most important work in between the Games. Keeping Team USA fans active and keeping our brand top of mind in between Games years takes creativity, passion and dedication. Team USA's Instagram takes fans behind the scenes of the Olympic and Paralympic movement. With unparalleled access to athletes, we are able to bring fans closer to their favorite athletes on a daily basis.

The Sochi 2014 Olympic Games bolstered a historic amount of growth and activity on the Team USA Instagram account. During Sochi 2014, Team USA gained more than 100,000 new followers and generated its top-five most liked images ever. During the 2014 Games, Team USA's Social Media editors were posting live from competition venues and the hospitality headquarters of Team USA, USA House. This same live event Instagram approach was taken during various events, such as 2014 FIBA World Cup.

Team USA finds a way to make every day Instagram-worthy. From off-beat holidays, to smaller sporting events, to the Olympics themselves, Team USA finds creative ways to create social chatter. Our task is to make Team USA relevant 365 days a year. With our sporting schedule, it would be easy to go off the radar for months, even years at a time, but our job is to build excitement and Team USA loyalty on a daily basis.

Team USA's Instagram feed is always fresh. Diverse media and original graphic design make our account both compelling and memorable. Our fans are at the center of our messaging strategy and we aim to engage them with questions, humor and inspiring images that speak to the core of our brand. Key content strategies and tactics of @teamusa include:

Team USA's Instagram fans can agree on their love for USA, but our job is to encourage them to not only love Team USA, but celebrate all our athletes and all our Olympic and Paralympic sports on a consistent, year-long basis. When considering the sports, disciplines and athletes that Team USA's Instagram covers, we cast a large net into the social space. As a brand, we aim to create a celebratory, creative, and engaging Instagram account where athletes and fans alike can feel right at home.


Entrant Company / Organization Name

#TeamUSA Digital


Entry Credits