Still emerging within the professional golf world, The International Series’ 2025 social media strategy was driven by a simple but powerful idea: to position the Series as one of the most compelling global pathways in professional golf.
Our primary objective was to elevate global awareness of The International Series by showcasing its truly international footprint. Each event was treated not just as a tournament, but as a cultural moment - spotlighting host destinations, local golfing talent and passionate fans, while placing global stars at the heart of each region. This allowed us to celebrate golf as a worldwide sport and position the Series as a genuine global experience.
Central to the strategy was clarifying and amplifying the Series’ role as a direct pathway to the coveted LIV Golf and to humanise the stakes by telling the stories behind the leaderboard: the near misses, career-defining rounds and the very real pressure of competing for a life-changing opportunity. Highlighting both success and heartbreak makes the pathway tangible and emotionally resonant.
Alongside this, we set out to grow our audience and credibility within the golf landscape through high-quality, platform-native storytelling. Driving reach and engagement through showcasing the personalities behind the athletes, meaningful creator collaborations, and fan engagement tactics – bringing the fans closer to the action.
To bring The International Series’ 2025 social media strategy to life, we executed a multi-platform content approach designed to balance real-time storytelling in-event with always on activity. Our plan of action centred on using a wide mix of formats; high- and low-production video (short- and long-form), photography, and bold, eye-catching graphics - ensuring the Series felt accessible, modern and culturally relevant across every platform.
All content was strategically mapped back to one or more of our core pillars: pathway, players, places, prizes, philanthropy and partnerships. This framework ensured consistency of message while allowing creative freedom in execution.
A flagship element of the strategy was the Pathway to LIV Golf mini-series, developed in collaboration with LIV Golf’s social channels. This long-form storytelling spotlighted players making significant moves along the pathway, offering deeper insight into their journeys, sacrifices and the emotional highs and lows of competing for a life-changing opportunity. Creating a safe, trusted environment for players was essential. Building strong relationships ensured authenticity and vulnerability, elevating the content beyond traditional sports coverage.
Creator collaborations were another key differentiator. By inviting golf content creators such as Luke Kwon and the Bryan Bros to compete as playing influencers, we allowed them to document the Series from their own perspective. This not only expanded reach to new audiences but also told The International Series’ story through a different lens, blending competitive participation with entertainment and authenticity.
Our content extended well beyond the course. To spotlight host destinations, we followed players into the cities and documented behind-the-scenes of their experiences. Capturing the player’s gym and practice routines, travel days, and downtime made for added dimension. We also incorporated mic’d-up moments, POV content, challenges, tutorials, exclusive interviews and behind-the-scenes access. This was supported by a carefully balanced mix of reactive and pre-planned content, ensuring we never missed moments that mattered to fans while maintaining a consistently high production standard.
When selecting photography, we deliberately chose images with depth, layers and emotion, keeping in mind that a picture can say 1000 words. We prioritised stills that captured pressure, personality and atmosphere rather than purely on-course action. High quality photography also encouraged player and partner shareability.
A key challenge was introducing a still-emerging Series with a unique structure - not a standalone tour, but a global Series of events on the Asian Tour, featuring its own Rankings system and direct integration with LIV Golf. We addressed this through clear explainer graphics, videos and consistent Rankings storytelling, working closely with LIV Golf to amplify messaging to a wider audience.
Additionally, as broader LIV Golf controversy filtered into the Series, we consciously focused on the positive impact of our platform - growing the game globally, providing regional talent and rising stars with opportunity, and bringing elite golf to new territories. By embracing a fresh, inclusive and storytelling-led approach, we successfully modernised golf content and positioned The International Series as both relevant and essential for a new generation of sports fans.
Aligned with The International Series’ objectives to grow reach and build credibility, the client set a KPI of achieving a total follower count of 315,000 across all social platforms. Through a carefully balanced and strategic mix of paid and organic social media activity, we delivered results that significantly exceeded this target. These outcomes highlight the effectiveness of a long-term, data-driven approach to audience growth and fan engagement.
Video views surpassed 1 billion, a dramatic jump from 243.3 million in 2024.
Our following grew by 287.3K across all platforms (356K total), representing a 232% year-on-year increase.
154% year-on-year increase in content engagements.
Beyond these direct metrics, the impact of our strategy extended across the Series more broadly. The International Series saw increased player interest and stronger fields, increased earned media coverage and social conversation, and enhanced commercial value, with partner relationships strengthened and returning.
In essence, our efforts did more than deliver impressive metrics. They reshaped perceptions, grew audiences, and cemented The International Series as a culturally relevant golf property worldwide.
