Tie Break Tens
Storytelling • Social • Community
Challenge
Tie Break Tens, a new format of tennis tournament, required a dynamic social media presence for its inaugural event at the Royal Albert Hall in 2015. As the Marketing Coach, my task was to engage tennis enthusiasts and create a buzz around this innovative tournament using compelling content and active community management on Facebook and Twitter.
Solution
To captivate tennis fans and create a vibrant online community, a multi-faceted social media strategy was implemented. This involved curating engaging content that highlighted the unique format of Tie Break Tens and showcased the excitement of the matches.
Key to our strategy was creating a narrative that not only covered the live action but also delved into the players’ journeys, behind-the-scenes moments, and fan experiences. The tone was conversational yet informative, aiming to foster a sense of community among tennis enthusiasts.
Our community management played a pivotal role in this campaign. By actively engaging with fans, responding to queries, and initiating discussions, we built a loyal and interactive audience. This approach not only increased engagement but also helped in understanding what content resonated most with our audience.
Special focus was given to real-time updates during the tournament, leveraging the excitement of live sports. This included quick, witty copywriting that captured the essence of the matches and player profiles, driving engagement and sharing.
Impact
Our social media campaign significantly increased the visibility and popularity of Tie Break Tens. Key achievements included:
A substantial increase in follower count on both Facebook and Twitter, with a high engagement rate on posts.
Creation of a vibrant online community of tennis fans, eagerly interacting and discussing the tournament.
Enhanced brand awareness of Tie Break Tens, with several posts going viral and reaching a wide audience beyond our existing followers.
The campaign set a high standard for subsequent Tie Break Tens tournaments, establishing a solid social media presence that continued to grow in the following years.
