Swimming Australia

Shaping a digital campaign around the sports fan

Swimming Australia wanted to grow a database of new fans & supporters by engaging with them at the time they are most passionate—the Olympics every 4 years.

With Australia’s attention turning to the Olympic trials in Adelaide, it was the perfect time for Swimming Australia to connect with audiences and leverage an unprecedented level of fan engagement.

The brief

From developing Swimming Australia’s digital strategy to designing and developing their key consumer-facing platform, W3.Digital were asked to uncover rich, and compelling insights that could be used for content across a multi social media-channel experience. Swimming Australia’s aim was to engage millions of fans during the 2016 Olympic swimming trials in the lead up to the Rio Olympics.

W3 worked closely with Swimming Australia to develop the campaign approach with a key focus on growing a new database of fans, and lifting customer engagement and interest in swimming throughout the Olympic trials in Adelaide.

SwimmingCampaign-Browser-Zoom

What we did

  • Executed on a clear content strategy informed by fan insights and interests
  • Added specific value by focusing on achieving Swimming Australia’s key conversion goals
  • Defined the campaign narrative, design and build of all creative assets
  • Provided guidance and support throughout the engagement to build Swimming Australia’s digital marketing and campaign capability
  • Delivered engaging digital content, whilst also uncovering new insights and advantages for Swimming Australia and partners

Content & data management

W3.Digital also managed Swimming Australia’s ‘Social Hub’ in Adelaide over the course of 10 days including all content production across multiple social channels, amplification of content, media spend management, liaison and stakeholder engagement with media and sponsors, and ‘on-the-fly’ campaign optimisation.

The project included comprehensive reporting throughout and after the campaign gaining buy-in across all stakeholders – from the board to the front line.

SwimmingCampaign-Analytics
SwimmingCampaign-Mobile-Zoom

The results

The campaign was a major success for Swimming Australia, drawing unprecedented attention from consumers and potential sponsors – critical as the Rio Olympics were quickly approaching. The campaign results included:

  • Swimming Australia’s social media following grew by more than 8% across Facebook, Instagram and Twitter.
  • Reached over 6.6m people on Facebook
  • 475% increase in website traffic
  • Developed a new database of fans, over 5000 new members and growing.

This campaign approach and way of thinking has given us integral insight into how we can drive our business, and the sport of swimming in Australia. We leant on W3 and their expertise throughout this campaign. Beyond delivering great results, W3 think on their feet, they are adaptive, proactive and they know how to tell a story and create compelling content, integral to a digital campaign!

– Matthew Todd – GM – Marketing, Digital & Communications

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