To develop and deliver a new and exciting digital campaign to promote the 2018 FEI World Equestrian Games™ (WEG) in Tryon, North Carolina, for the International Equestrian Federation (FEI).

key insight

The Games Taking place every four years in the middle of the Olympic cycle, they are the pinnacle of equestrian competition. They comprise of 1,000 athletes, 1,500 horses and 500,000 spectators from more than 70 countries. We needed to create a campaign to unite to fans of all eight of the FEI’s disciplines around the world.


— Create a digital campaign that unites athletes and fans from across the eight different disciplines competing in WEG (Dressage, Driving, Endurance, Eventing, Jumping, Para-Dressage, Reining, Vaulting), and specifically: to raise awareness of, and excitement in WEG among the equestrian community
— Reach new audiences and attract new equestrian fans
— Increase engagement with WEG content


#BeOne was born!

Redtorch designed and delivered a three-month campaign focussing on the development of an engaging event narrative in the lead-up to WEG, as well as during the Games. The campaign highlighted and brought to life themes of passion, bravery, love, and togetherness, highly significant qualities in the equestrian community – from riding partnerships to grooms and avid horse lovers.

A content series consisting of videos, graphics, stories, and interviews was produced to reflect these key themes. All content was shared with the hashtag #BeOne which was used to lead and build the narrative. Fans and athletes were encouraged to join the campaign and amplify it by sharing their own user-generated content (UGC).


The following results were achieved by data monitored from 11 July–1 October 2018:


video views





A deep understanding not just of sport, but of sport fans and how to engage them, as well as a partner who works as hard as you. You’ll love working with them.
Alice PermainSports Content Manager, Broadcast and DigitalInternational Equestrian Federation

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