challenge
Redtorch was tasked by Longines to develop and implement a creative strategy to activate its sponsorship of the 2018 FEI World Equestrian Games (WEG) across social media. Longines was an Official Partner and Timekeeper.
This 11-day competition is the biggest equestrian competition in the world with over 500,000 spectators from more than 70 countries.
Subsequently Redtorch was tasked with engaging and growing equestrian audiences through ongoing management of the Longines Equestrian-specific social media accounts and deliver on-site live-event video production, editing and live social media distribution at all named FEI events sponsored by Longines.
goals
— Engage and grow a global community of equestrian fans daily
— Increase awareness of and engagement in flagship FEI competitions
— Highlight the passion and heart of every FEI equestrian discipline
— Boost the influence of FEI-owned media
— Gr the commercial value of FEI
solution
Redtorch crafted a content plan that focused on the elegance of WEG, and Longines contribution to the event. The content plan brought to life the sports of Jumping, Driving, Dressage, Vaulting and Eventing.
We created a daily dose of platform-specific content, including photos, videos, animations, graphics, and athlete and influencer takeovers.
All content was posted across Longines global social media platforms: Instagram, Instagram Stories, Twitter, YouTube and Facebook, and it’s equestrian-specific Twitter page.
results
The following results were achieved 11-23 September 2018:
918,000
video views
120,000
engagements
7,200,000
impressions
"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 Permain, Sports Content Manager, Broadcast and Digital
International Federation for Equestrian Sports
