Challenge
Establish the UCI as the leading expert voice of BMX Freestyle on social media to grow future demand in the media product and participation.
The Work
We developed a focused strategy that placed riders at the center, while staying attuned to trends and popular culture. Two priorities guided our approach:
- Collaborating with riders to develop their personalities and grow their social media audiences.
- Leveraging the UCI’s unique position to build a compelling narrative leading up to the Paris 2024 Olympic Games through qualifying events.
We conducted a content audit of major BMX and competitor accounts to identify top-performing content, then segmented the audience into three distinct fan and rider categories. This strategic clarity allowed us to effectively manage and drive exponential growth of BMX Freestyle’s social media presence for the UCI.
Impact
Redtorch has cultivated a valuable and expanding global audience of BMX Freestyle fans in key Olympic markets, generating future demand for the sport in countries including the USA, France, Brazil, the UK, and Colombia. UCI’s BMX Freestyle social media channels are now growing faster and achieving higher engagement than all competitors increasing the discipline’s commercial potential.
