International Weightlifting Federation

Delivering a year-round digital strategy to grow fan engagement


REDTORCH was asked to deliver a social media strategy that ensured the IWF became a leading Olympic sport in the digital world. 


  • to transform the way IWF engages with its fans 
  • to grow and engage new and diverse international audiences  
  • to demonstrate the sport’s relevance and value to the Olympic movement 


Extensive analysis of IWF’s digital platforms – along with athlete, a survey, and TV broadcast data – provided us with a detailed understanding of the demographics, interests and behaviours of Weightlifting fans.

Armed with this insight, we developed a year-round, always-on digital strategy that continues to achieve record-breaking results, and is transforming Weightlifting’s presence across social media. 

An athlete-focused mix of inspiring, informative, and technical content – delivered via a mix of editorial, animations, images and video (new and archived) – presents the sport to fans in a way they want and expect.


  • 108% increase in page views and 51% increase in unique visitors on 
  • 322% overall increase in social media fans 
  • 1,400% increase in social media engagements