CASE STUDY
YONEX All England 2022
THE BRIEF
We were bought in to deliver on the ground social media management for Badminton England’s headline event, the YONEX All England Open Badminton Championships 2022.
From Tuesday to Sunday, we supported the wider Badminton England team by capturing, curating and delivering live social support on both Badminton England and YONEX All England digital channels.
Activity
Having worked with Badminton England for several years, we used our client and industry experience to lead the social output for the tournament.
Throughout the week we delivered a live results service (155 badminton matches), previews, highlights, wrap ups, live social coverage and creative content for platforms such as Reels and TikTok.
Each day revolved around the same pieces of core content, giving us a structure and baseline that allowed members of the team more freedom to capture off-the-cuff creative.
Throughout the tournament we delivered several ‘viral’ moments, which was possible due to cohesive work environment and structure we had implemented early in the week.
The Results
- Over 400 pieces of content across Facebook, Twitter, Instagram, TikTok and email
- Over 31,000 new followers (including 20% increase on YAE Instagram and 1000% increase on TikTok)
- 5+ million video views
- 8+ million Reach
- 1.2m engagements with our content
