International Weightlifting Federation

Challenge

The 2017 IWF World Championships took place from 25 Nov–5 Dec 2017 in Anaheim (USA).

Our challenge was to build a highly engaged fan base across multiple digital and social platforms. Specifically, to engage a young, diverse and truly international audience to demonstrate Weightlifting’s relevance to the Olympic movement.

Solution

A highly targeted, geo- and platform- specific digital strategy delivered a fun and all-inclusive narrative focused on the athletes (and their stories) participating at the IWF World Championships.

A 24/7 mix of video, image, interviews, Q&As, polls, quizzes, compilations and editorial engaged millions of weightlifting fans, and positioned IWF as an International Federation leading the way in digital communication.

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