The IWF World Championships were held in Anaheim in 2017, moving to Turkmenistan in 2018.
Our task was to grow a highly engaged fan base in order to demonstrate weightlifting’s relevance to the Olympic movement. Thus, attention was drawn to creating a young, diverse and international audience.
We created a highly targeted, geo-social and platform specific digital strategy. Our focus was on developing a fun and all-inclusive narrative, to draw in a diverse range of viewers.
We focused on athletes and their stories, building the bridge between spectator and athlete. We used a 24/7 mix of video, image, interview, Q and A’s, polls, quizzes, competitions and editorial pieces.
Between the 2017 and 2018 IWF World Championships we marked