Beijing 2022 Winter Olympics
Official Exclusive Supplier of Communications Agency Services
Hylink was appointed as the Official Exclusive Supplier of Communications Agency Services for Beijing 2022 — covering both the Olympic and Paralympic Winter Games.
The Beijing 2022 Winter Olympics was China's moment on the global stage. The Beijing Organising Committee needed to build excitement, shape the narrative and drive awareness simultaneously in China and across the world — on platforms that operate by entirely different rules, reaching entirely different audiences, in real time.
The scale of the brief was matched only by its complexity. This was not a brand campaign with a defined target audience. It was a once-in-a-generation event that needed to speak to billions — and every platform, every piece of content, every media moment had to work together to make that happen.
Hylink overhauled the strategy of the official Beijing 2022 social media accounts across Twitter, Instagram, Facebook and YouTube. The content approach was rebuilt from the ground up — around the stories and emotions that make the Olympics universally compelling: athletic achievement, national pride, human drama and the spectacle of sport at its highest level.
Each platform was treated as a distinct audience environment. The same moment — a record broken, a medal won, an athlete's story — was adapted for the behaviour and expectations of each platform's audience, ensuring maximum resonance across every channel simultaneously.
Alongside the organic social strategy, Hylink developed partnerships with key sports media partners to extend the campaign's reach at critical moments throughout the Games.
A fully overhauled social media operation across Twitter, Instagram, Facebook and YouTube. A content engine capable of responding to the pace and scale of a live global sporting event. A media partnership framework that extended the campaign's reach beyond owned channels. A communications infrastructure built to take Beijing 2022 to the world.
+335K Twitter followers — the previous agency took six years to grow the account from 0 to 67K
+180K Instagram followers with no paid media support
+34K Facebook followers
+365% YouTube subscribers
3.84B Total global media viewership
16K Global media outlets covered the Games
What It Means
The previous agency spent six years building a Twitter following of 67,000. Hylink added 335,000 in the course of a single Games.
That number alone captures what was achieved — but the broader picture is just as significant. Across every platform, without paid media support on Instagram, the official Beijing 2022 accounts grew at a pace that reflected genuine global interest in the Games — and a communications operation that was built to match it.
3.84 billion. 16,000 outlets. One Games. One agency mandate.
