IAAF : Strategy, Social Activation and Reporting

IAAF WORLD CHAMPIONSHIPS

CHALLENGE:

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.

SOLUTION:

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

RESULTS:

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.

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Mark Keisnersport