How our content strategy delivered record-breaking engagement
Engaging Fans in Real Time: The World Gymnastics Championships 2022
Project Overview
The World Gymnastics Championships needed a digital strategy to capture real-time excitement and highlight athletes, driving global fan engagement before, during and after the event.
They also needed to sell out the sessions… with one catch. There was less than 2 months until the Championships started.
Key Results
+50% growth in online engagement around the event YoY.
Record-breaking social media interactions
Shorty award winner for best live event coverage
Millions of video views across platforms
98% of sessions sold out in advance.
The Challenge
The World Gymnastics Championships in Liverpool needed to engage both local fans and global audiences, selling tickets and promoting local initiatives whilst also showcasing it’s athletes’ stories, event milestones and behind-the-scenes content. With a large volume of content to create and manage, alongside complicated global licensing restrictions, consistency and real-time coverage online were critical.
The Solution
A comprehensive social media strategy covering pre-event, live event and post-event phases
An on-the-ground content team to capture live moments, athletes interactions and fan experiences
A responsive, data-optimised ticket sales strategy using social media ads
The first-ever livestreams from the World Gymnastics Championships!
Localised content to connect with different audience segments
Relationship management with athletes to secure exclusive interviews and access with key athletes
Real-time updates, highlights and Reels to maximise engagement during key moments
"The digital strategy exceeded our expectations, connecting with fans globally and creating memorable moments that extended beyond the event."
