The Brief:
Launch the Glasgow 2026 mascot and build early momentum for the Commonwealth Games—a full year before the event. Transform a near-dormant social presence into an engaged, growing community ready to support the Games.
My Role:
Content Strategist (Pre-Event Phase). Developed and executed mascot launch strategy, One Year To Go milestone campaigns, and established content frameworks for long-term fan engagement.
Challenge:
Build excitement for an event that's still a year away. Launch a mascot (Finnie) that resonates with local and international audiences. Shift from sporadic updates to consistent, strategic content that drives real engagement—not just announcements.
3.88M video views. Building fan connection before the starting gun.
Glasgow 2026 Commonwealth Games
Pre-event content strategy & mascot launch
Glasgow 2026, Commonwealth Games Scotland
scope of work
team
3.88M+ video views across platforms
5.1M+ total reach
72K+ engagements (likes, shares, comments)
+284% TikTok view growth with multiple viral moments
The Results
Strategic Highlights
Emotional, character-led, and playful content drove nearly all reach and engagement. The mascot became a fan asset, not just a marketing tool.
Short-Form Video as Growth Engine
Nearly all reach came from Reels and TikTok. We shifted away from static announcements to motion-led storytelling.
Early Audience Insights
Kenya and Glasgow emerged as key audience hotspots—informing future content and partnership strategies.
Building Recognition Before The Event
Finnie's launch created a recognizable symbol fans could rally around a full year before competition begins.
Let's chat
I work with major sporting events, federations, and rightsholders who need strategic thinking—not just social media management. Whether you're launching a new property, revitalizing an existing event, or maximizing digital ROI, let's talk.
Ready to discuss your event?