Challenge

In 2019 the ICF made the strategic decision to connect elite and lifestyle paddling communities worldwide and invest in digital to engage paddlers directly. Redtorch was tasked with generating insight into current and potential ICF audiences across its disciplines.

Goals

The ICF had the following objective; to conduct audience analysis that answers the questions:

1. Where can the ICF grow its digital audience? ​
2. What content and communications tactics should be used to attract and retain audiences? ​
3. What is the commercial potential of canoeing audiences based on their interests, motivation and behaviours?

Solution

Redtorch analysed multiple ICF data points including: digital | social media | athlete data | TV broadcast data and designed and managed a bespoke survey with questions specific to four different audience groups: ICF and member NFs, Athletes and Coaches, Lifestyle paddlers and finally Fans of the sport. ​

A complete audience and content performance analysis for the ICF website and social media was supplemented with social listening to build a detailed understanding of the different interests, motivations and behaviours of paddlers worldwide, identifying differences between paddlers of each discipline. ​

Qualitative data was gathered from the survey, adding new insight into canoeing audiences. ​

Athlete and media data sources were cross-referenced to complete the research and analysis of canoeing audiences.

Impact

Redtorch ran a workshop to explain, and presented the ICF with:​

— a comprehensive audience insight report​
— a survey that can be republished during the season when the website generates more traffic to generate ongoing intelligence​
— audience insight to support the design and build of a new digital platform ​
— recommendations for the ICF to accelerate digital communications performance to engage and grow its audiences (in the lead up to Tokyo 2020) ​
— a digital dashboard to monitor real-time performance of all digital platforms and channels ​
— commercial opportunities and sponsorship potential based on audience insight

25,000,000

more video views

42%

increase in social media followers

180,000

more editorial pageviews on FEI.org

2,000,000

more engagements

"Thank you for coming in to present, we found it incredibly useful and really appreciated the additional information. It’s been a fantastic year for the ICF but there’s plenty more we can do.”

Adam Collins, Digital Media Manager

International Canoe Federation

"Thank you for coming in to present, we found it incredibly useful and really appreciated the additional information. It’s been a fantastic year for the ICF but there’s plenty more we can do.”

Adam Collins, Digital Media Manager

International Canoe Federation

Contact us to find out how we can engage and grow your audience.