IAAF : Strategy, Social Activation and Reporting



The IAAF wanted to appeal and grow their digital audience attracting a younger demographics. We were tasked with increasing fan engagements as well as appealing to families. During the games itself we were asked to create content strategies for selected partners.


Working with their media agency over the Diamond League in Monaco and the World Championships in London, we created unique, engaging short-form content optimised for digital use that ranged from fan footage to on and off track personality moments with athletes. Along with this we created Snapchat filters to engage with a younger audience and created a branded IAAF photobooth both for athletes and fans to prompt social conversations. To engage with fans we also planned and executed ‘surprise photobomb’ moments with past gold medallist athletes


We delivered 2,000 + pieces of content over 2 events.

Contributed to the content on the IAAF and athletes profiles which generated over 2.8 billion impressions. Our Snapchat activation generated over 1.1 million impressions.

Delivered a social listening report and analysis which showcased many things including that 84% of people who liked the official IAAF Facebook page were aged between 13 - 30.

Mark Keisnersport