Competing against the goliath that was the Fifa World Cup, Wimbledon held its own with an engaging array of content across multiple social platforms, providing the fan with unparalleled social access to the tournament.
OBJECTIVES
Put Wimbledon at the forefront of social media conversation with timely, relevant, engaging content
Grow reach and engagement across platforms and in new territories
Maximise each social media platform with direct relationships
Collaborate with media partners to enhance the Wimbledon conversation
Create and promote commercial content for investment return
EXECUTION
Holistic, tailored content strategy with dedicated teams per platform across Facebook (English and Japanese), Twitter, Google +, YouTube, Instagram, Vine, Pinterest, Sina Weibo, Tencent Wechat and Tencent Weibo.
Incomparable source for live content - scores, stats, photos, video, live video & radio, polls
Exclusive content per platform:
- Real-time video replays
- #WelcomeBackAndy digigraph
- #QueueSelfie with the Twitter Mirror
- Google+ #myWimbledon campaign
- Facebook & Twitter Q&As with players
- Instameet with London's top instagrammers
- Live @ Wimbledon live stream on YouTube
-YouTube talent collaborations
Joining digital and physical – 'Hill vs World' compared live reaction between Henman Hill and global audience, @Wimbledon topiary in the Queue.
Territory-tailored content – Chinese platforms and geo-targeted Japanese content on Facebook
Collaboration with commercial partners on'wow' content
Wimbledon Social Command Centre to create content according to social interest
Collaboration plans with BBC, ESPN, BeinSport
From real-time live content (scores, photos, live replays) to creative collaborations with players (Andy Murray digigraph, Q&As with Petra Kvitova, Grigor Dimitrov) commercial partners (Stella Artois's The Perfectionists), celebrities and broadcasters, as well as innovative onsite social activation (#QueueSelfie, Hill vs World), Wimbledon took their award-nominated social strategy (The Shortys 2014, The Sport Industry Awards 2014) a leap further in 2014.
Growing the total social audience by 83%, Wimbledon was described as "the most social ever".
Wimbledon also took content to new territories, with geo-targeted offerings in Chinese & Japanese, and used insights to tailor content according to social interest topics.
CAMPAIGN RESULTS
Head-to-head with the World Cup, Wimbledon's quality content offering broke through the social noise barrier. Total audience grew from 3m to 5.5m yoy, keeping Wimbledon front of mind in the global sporting conversation.
Facebook: 1.6m to 2.5m. Organic daily reach of 24m.
Twitter: 850,000 to 1.3m. 6m related tweets.
Instagram: 90,000 to 250,000.
Google+: 700,000 to 1.5m. 8.2m impressions for #MyWimbledon
YouTube: +61% views to 15m.
Asian social media: +25% Tencent WeChat, +15.5% Sina Weibo, 2m reach for Japanese content on Facebook
YouTube collaborations with Tom Daley & Jamie Oliver's Food Tube
Commercial content (Stella Artois Perfectionists, HSBC Play of the Day, Evian Off Court) surpassed targets. 11.8m views for Perfectionists.
Hill vs World: 'a first in tennis' – significant PR coverage
Live replays: 3.5m views
Command Centre identified trends to create player and celebrity-specific content according to territory and time of day
Wimbledon social content and insights shared by broadcasters.
"Wimbledon's outbound activity and volume of earned conversations are far higher than all the Majors." – We Are Social
