Purpose-driven Culture Project

Overview

Through a strategic social media campaign, we led a culture shift that resulted in the International Olympic Committee (IOC) officially restoring Jim Thorpe as the sole winner of the 1912 Olympic gold medals. Our campaign sparked a global movement, securing 76,000 petition signatures and receiving coverage in major media outlets, including The New York Times: “Jim Thorpe Restored as Sole Winner of 1912 Olympic Gold Medals.”

Challenge

Jim Thorpe, a Native American sports legend, was wrongfully stripped of his Olympic gold medals in 1912. For over a century, efforts to correct this injustice were unsuccessful. The challenge was to create a movement powerful enough to convince the IOC to reconsider its stance.

Solution

We designed and executed a digital-first culture change campaign that leveraged strategic messaging, community engagement, and media amplification to drive public and institutional support for Thorpe’s rightful recognition.

• Campaign Strategy: Developed a compelling narrative and targeted messaging to inspire action and increase awareness.
• Petition Mobilization: Launched a petition that garnered 76,000+ signatures from supporters worldwide.
• Social Media Activation: Engaged audiences with high-impact content, leveraging key sports figures and influencers to build momentum.
• Earned Media & Thought Leadership: Positioned the movement as a global justice initiative, securing coverage in The New York Times, USA Today, Yahoo! Sports, CBS Sports, and more.
• Stakeholder Engagement: Gained the support of key figures in the sports world, including US Olympic committee member Anita De Frantz, Native American gold medalist Billy Mills, champion lacrosse player Oren Lyons, gold medal decathlete Caitlyn Jenner, and the Pro Football Hall of Fame.

Results

Our campaign successfully reshaped public perception, influenced key decision-makers, and achieved historic change:

Key Achievements

• 76,000+ petition signatures advocating for justice
• Global media coverage, including The New York Times, USA Today, Yahoo! Sports, and CBS Sports
• Social Media Impact in 6 Months:
  • 2M social engagements
  • 7.7M social impressions
  • 155% above benchmark for Facebook engagement
  • 2108% above benchmark for Instagram engagement
  • 3455% above benchmark for Twitter engagement
• Paid Media Performance:
  • 1.1M total social engagements in the first three months
  • 42.1K social shares
  • $137K earned media value ($9.30 return for every $1 spent)
  • 12.7% clickthrough rate (CTR)
  • $0.31 cost per click (CPC)
  • 30.7% conversion rate
  • 2.6M retargeting audience developed

Impact and Legacy

By strategically harnessing the power of social media, public engagement, and earned media, we transformed an untold story into a global movement. As a direct result of our efforts, Jim Thorpe’s Olympic record was officially corrected by the IOC in 2022, reinstating his place in history as the rightful sole winner of the 1912 Olympic gold medals.

This case study exemplifies how culture change, strategic digital advocacy, and community mobilization can drive historic transformation at the highest levels.