challenge
During a time when the world shut down, live skating events could no longer take place.
But the ISU still wanted to bring together Figure Skating fans from around the world to celebrate the very best of their sport.
This led to the creation of the innovative online ISU Skating Awards 2020.
The Awards resulted in a four week highly-orchestrated campaign that built interest, engagement and excitement across the Skating community.
aims
1. To reach over 10m fans
2. To achieve overwhelmingly positive sentiment among fans
3. To generate over 150k views of the Awards Ceremony
solution
How were these achieved? Via an ambitious, high-profile campaign that delivered a wide range of content. Nominee videos, nominee graphics and Calls To Action (CTAs) built up to the livestream which was hosted on YouTube and the ISU website.
The Awards: community impact
18.1m fans were reached via ISU channels resulting in 180.7K livestream video views from key markets. 3.8m video views and 547.0k engagements were generated on social media, leading to phenomenal positive sentiment from fans and the wider community.
Earned media drives wider interest
Organic coverage on social media and in news outlets achieved a huge reach of 184.5m – and set the benchmark for future Awards.
Watch the ISU Skating Awards 2020 Launch Video
Interesting Facts
1. Videos posted on the day of the Awards generated more views than any other content from the past 3 months
2. Facebook content generated 6x more engagements than average
3. 1.8x more video views on Twitter than average
4. Instagram videos generated 6.7x more video views than average
5. 11 members of Redtorch dedicated 407 hours to deliver social media coverage of the Awards
creative
Results
18,100,000
overall reach
29,200,000
impressions
184,500,000
earned media reach
180,700
awards ceremony viewers
3,800,000
video views
547,000
fan engagements
Your efficiency, high level of accountability, perseverance and determination made the ISU Skating Awards possible. Even under pressure, your positive attitude and ease of communication throughout the project made it a pleasure to work with you.
Fredi SchmidDirector GeneralInternational Skating Union
