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SOCIAL STRATEGY

Summary

In order to encapsulate the essence of the Henley Royal Regatta, the pinnacle of summer rowing events, I devised a social-first content strategy alongside our social media agency for the 2023 Regatta, aiming to amplify engagement, ticket sales, and the diversity narrative within the sport of rowing. The campaign seamlessly combined innovative production, storytelling, and purpose-driven narratives to resonate with a worldwide audience.

Objectives

(1) Enhance Engagement: Utilise innovative production techniques to offer fans an intimate connection with the sport
(2) Optimise Storytelling: Capture the distinctive characters, ambiance & vibrancy of the event to bolster ticket sales
(3) Promote Diversity & Inclusion: Craft purpose-driven narratives highlighting evolution concerning EDI

Execution

  • Managed external agency to ensure the seamless execution of our social-first strategy

  • Leveraged data insights to craft a results-driven social media strategy in line with business objectives

  • Built content and communication pillars that aligned perfectly with the company's overarching goals

  • Launched a TikTok channel, providing HRR with an alternate tone of voice to engage a wider audience

  • Engaged in social listening, gathering valuable follower insights to fine-tune our content

  • Conducted competitor analysis to identify what worked and what didn't, allowing us to stay ahead of the game

  • Collaborated with competitors to immerse fans in the in-race experience

  • Captured behind-the-scenes footage, immersing consumers in the action and providing an authentic experience

  • Orchestrated a candid interviews with key stakeholders addressing diversity challenges in rowing

  • Introduced a lighthearted content strand, adding entertainment and giving the brand a more personable feel

  • Strategically optimised content across various platforms including Instagram, TikTok, Reels, Twitter/X, and YouTube

  • Infused technical and editorial innovation to enhance storytelling and connect with our diverse audience

Outcomes

  • Amassed over 20M organic impressions across all platforms

  • Secured 5M+ organic video views globally

  • Witnessed substantial audience growth in key markets, including the USA, Netherlands, and Germany

  • Grew the follower base by ~25K across all channels, noting a commendable uptick in younger female followers

  • Shortlisted for a Sports Broadcast Award for best social media campaign - see nomination

© 2023 by Madeleine Portwain

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