#BeOne

A digital content campaign to increase fan engagement

CHALLENGE

As the global social media and editorial agency for the International Federation for Equestrian Sports (FEI), REDTORCH was tasked with developing and delivering a new and exciting digital campaign for the 2018 FEI World Equestrian Games (WEG) in Tryon, North Carolina. The Games comprised 1,000 athletes, 1,500 horses and 500,000 spectators from more than 70 countries. Taking place every four years in the middle of the Olympic cycle, it is the pinnacle of equestrian competition. 

CLIENT OBJECTIVES  

  • to create a digital campaign that unites athletes and fans from across the eight different disciplines competing in WEG (Dressage, Driving, Endurance, Eventing, Jumping, Para-Dressage, Reining, Vaulting), and specifically: to raise awareness of, and excitement in WEG among the equestrian community 
  • to reach new audiences and attract new equestrian fans 
  • to increase engagement with WEG content  

SOLUTION 

#BeOne was born!  

REDTORCH designed and delivered a three-month campaign focussing on the development of an engaging event narrative in the lead-up to WEG, as well as during the Games. The campaign highlighted and brought to life themes of passion, bravery, love, and togethernesshighly significant qualities in the equestrian community – from riding partnerships to grooms and avid horse lovers.  

A content series consisting of videos, graphics, stories, and interviews was produced to reflect these key themes. All content was shared with the hashtag #BeOne which was used to lead and build the narrative. Fans and athletes were encouraged to join the campaign and amplify it by sharing their own user-generated content (UGC).

 

OUTCOMES 

The following results were achieved by data monitored from 11 July–1 October 2018: 

  • 16,500,000 video views 
  • 1,600,000 engagements 
  • 84,200,000 impressions