100M Plays!
The Instagram Reel we captured featuring Zendaya and Tom Holland at finals day at the BNP PARIBAS OPEN has to-date delivered a mind-boggling plays count and been distributed across the likes of Vogue, GQ and many other publications.
This post, according to my calculations, is up there with one of the all time best performing IG Reels since the format was introduced to Instagram, and while many accounts posted about Zendaya and her boyfriend’s appearance on Finals Day, I believe it is our thought-through approach that is reflective of our entire process in delivering tournament content that truly made this post ‘pop’. Here is why:
🎾This video captures a high profile couple in a relaxed and natural moment at a world class sporting event
🎵 The Whitney Houston song they are naturally enjoying is about connection and relationships, aligning nicely to their own image
⭐️ The caption used was quirky and encouraged commentary. After all, it is subjective to determine who truly is the biggest star …
🔝 Aspirational nature of the footage. It showcases the tournament as a destination to relax, enjoy company and watch world class tennis. The Indian Wells ‘experience’
It feels somewhat ironic. As a team we rarely spoke about ‘numbers’ during our three weeks together onsite in Indian Wells. Of course we were prudent enough to keep one eye open on performance measures, but the emphasis and priority for me was always on creativity, well thought-through, strategically aligned content and pushing boundaries with the meaning of what tennis-related content is and can be.
No one can know the formula to deliver a nine-figure Play count on social video. What we demonstrated, however, is that consistent creativity over a period of time, putting yourselves in the right position to leverage a major moment, and capitalising with a clear point of differentiation, will offer the best possible chance of success.
Overall, was this our most creative post during our three weeks onsite? No. Is this the post that I am most proud of creating? Also no - much of our other content far surpasses this creatively. Did we ensure to maximise the impact of a popular moment? Absolutely yes - and having worked on adidas’ NEO account some years ago when Justin Bieber and Selena Gomez were ambassadors, I have experience in understanding the potential for heightened fan reaction if done correctly…
I take the most pride in how as a team Way to Play fostered a positive culture of supporting and challenging one another, delivering consistently day after day at a truly world class event. Numbers such as these are an unexpected (and welcome) bonus.
https://lnkd.in/e9XqRYXJ
#SportsBiz #Tennis #IndianWells #SocialMedia
Awesome efforts KOS friends!!