Challenge
Redtorch was asked to deliver a social media strategy that ensured the IWF became a leading Olympic sport in the digital world.
Goals
— Transform the way IWF engages with its fans
— Grow and engage new and diverse international audiences
— Demonstrate the sport's relevance and value to the Olympic movement
Solution
Extensive analysis of IWF’s digital platforms – along with athlete, a survey, and TV broadcast data – provided us with a detailed understanding of the demographics, interests and behaviours of Weightlifting fans.
Armed with this insight, we developed a year-round, always-on digital strategy that continues to achieve record-breaking results and is transforming Weightlifting’s presence across social media.
An athlete-focused mix of inspiring, informative, and technical content – delivered via a mix of editorial, animations, images and video (new and archived) – presents the sport to fans in a way they want and expect.
The following results were achieved by data monitored from 11 July–1 October 2018:
108%
increase in page views
51%
increase in unique visitors
322%
increase in social media fans
1,400%
increase in social media engagements
"By helping us understand our audiences, and by taking a strategic and creative approach based on audience interests and behaviour, Redtorch has grown our digital audiences significantly and generated record levels of engagement with fans, athletes and National Federations."
Attila Adamfi, Director General
International Weightlifting Federation
