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. Content posted on Facebook generated generated 6x more engagements than average

3. There were 1.8x more video views on Twitter than average

4. Videos on Instagram generated 6.7x more video views than average

5. 11 members of Redtorch dedicated 407 hours to deliver the Awards

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

We would like to express our sincere appreciation for your hard work on the ISU Skating Awards. We had little time to get the digital ISU Skating Awards off the ground, but your efficiency, high level of accountability, perseverance and determination made it possible to achieve. Even under pressure, your positive attitude and ease of communication throughout the project made it a pleasure to work with you.

Fredi Schmid
Director General

International Skating Union

Contact us if you're interested in driving innovation and production creation for your sport!