challenge
Redtorch was asked to develop a digital campaign for the International Skating Union (ISU).
Specifically, the ISU wanted to grow its fanbase and engage athletes during the 2018/19 Short Track Speed Skating season.
goals
— Increase the exposure of ISU’s Short Track Speed Skating events
— Engage Short Track Speed Skating athletes
— Drive live stream viewing figures
— Grow a loyal fanbase in nine key territories
solution
Redtorch developed #OneHandDown – a global concept that inspired engagement with all ISU stakeholders: athletes, fans, federations, sponsors, host cities, and the media.
Analysis of the ISU’s digital properties identified effective content sub-themes that ensured Redtorch delivered a season-long, geo-specific content calendar that included athlete interviews, Short Track Speed Skating features, teaser videos, highlight videos, games, Awards, and behind the scenes previews.
The 2018/2019 season was also the first time ISU live-streamed its events online. Therefore, we ensured content effectively drove audiences to watch each event – increasing viewing figures and providing value to sponsors and host cities.
Highly targeted media buying ensured content was seen by the right people, on the right platform, while the latest technologies allowed Redtorch to create and distribute real-time and social media-specific highlight packages.
results
The following results were achieved by data monitored from 11 July–1 October 2018:
28,600,000
impressions
268,000
engagements
2,500,000
video views
10,200
new fans on social media
ISU works with Redtorch to develop creative campaigns that engage and grow our digital audiences. #OneHandDown created something unique for Short Track Speed Skating and successfully increased athlete and fan engagement amongst this community.
Selina VanierCommunications and Media ManagerInternational Skating Union
