By Matt Weiner on 27/10/2022

The shortlist for the 2022 International Content Marketing Awards has been announced, with the #UpAgain campaign created and implemented by Redtorch for the International Skating Union (ISU) nominated in the “Best Use of Social Media (B2C)” and the “Best Specialist Campaign” categories. 

The Awards, organised by the Content Marketing Association, recognise the very best content marketing campaigns, strategies, teams, and individuals in the world of content creation annually. 

 According to the Content Marketing Association, this year has been exceptionally rich and innovative in content creation as testified by the number of organisations and the variety of countries entering the competition – more than ever before. 

ISU President Jae Youl Kim shared his thoughts on the nomination, “We are so incredibly proud to be shortlisted for two awards and for the athletes’ stories to be recognized and celebrated in this way. Fans felt a real connection with our athletes, their life stories and ice skating sports through the #UpAgain campaign. By creating digital proximity between our community and athletes, this campaign contributed to making the ISU the most engaged winter sports federation on social media at the Beijing 2022 Olympic Winter Games.” 

The #UpAgain campaign celebrates the unbreakable spirit that drives athletes to compete. We identified that skaters and fans engage in 50,000 social media conversations about the pain and fear of falling on the ice on average in a year. The #UpAgain campaign is dedicated to inspiring skaters to share their personal experiences and overcome their challenges on and off the ice.

#UpAgain has become part of skating culture and is recognised and used by fans and athletes around the world. 

The ISU’s goal for the #UpAgain campaign was to bring ice skating sports to centre stage and be part of the top winter sports on social media by the end of the Beijing 2022 Olympics. 

By the end of the Beijing 2022 Olympic Winter Games the campaign results spoke for themselves:  

  • Top of the winter sports social media engagements leader board  
  • +204% increase in social media engagements in comparison to the 2018 Olympics 
  • 3M engagements across all ice skating disciplines 
  • 30% more engagements per post than the average winter sport in Beijing 
  • First in social media new followers across the winter sport in Beijing, 2.4x more than the closest competitor 
  • Four times more new followers than the closest competitor

The International Content Marketing Awards follow a rigorous judging process led by independent experts, who select the very best examples of content marketing over two rounds of judging. The second round is about to commence to select gold, silver, and bronze winners. The winners of the 2022 International Content Marketing Awards will be announced in a virtual live ceremony at the end of November. 

Further information on the #UpAgain campaign is available here. 

Keep an eye out for more details coming soon on 

The 2022 International Content Marketing Awards shortlist can be viewed here. 

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