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


“REDTORCH has transformed IWF’s Social Media over the last 21 months.
Our digital audiences have grown significantly, generating record levels of engagement with fans, athletes, and National Federations. Their contribution undoubtedly helped secure our place in future Olympics.” 
Attila Adamfi
Director General, IWF