Women in Sports: Leveraging Instagram for a Successful Digital Campaign

CLIENT OVERVIEW: Women in Sports
The Women in Sports event is dedicated to celebrating the personal narratives of the keynote speaker and panelists and using them as powerful catalysts to promote support within the world of women's sports. Through this celebration, they aim to foster a sense of community and connection, motivate personal success, and inspire the next generation of female athletes.

SERVICE:
Social Media Marketing
Platform: Instagram

OBJECTIVE:
Create a strong digital presence on Instagram in order to help raise awareness and increase visibility about the first edition of Women in Sports as well as solidify the Women in Sports account as a go-to page for female athletes.

STRATEGY:
Developed a cohesive communications strategy, kicking off the Instagram page with a captivating video that highlighted the story of next-generation female athletes. The video was launched in collaboration with the event organizers and the keynote speaker, who already had a significant following and strong engagement, amplifying its reach. Additionally, the post was boosted as an ad targeting a specific audience.

First publication statistics:
61,049 plays
673 likes
49 comments
227 shares
26 saves
38,344 accounts reached

It was crucial to maintain engagement between publications, so we consistently reshared trending stories from reputable accounts within women’s sports, ensuring continued interaction with our growing audience.

Building on our strategy, we posted individual announcements highlighting the keynote speaker and panelists. We also launched a contest in partnership with Adidas, offering a $500 gift card to shop at the Adidas Originals store in Montreal. Instead of using paid ads, we tested the contest organically, leveraging our collaboration with the main accounts from the initial video launch.

The contest announcement video was filmed on-site at the Adidas Originals store, featuring Nasou founder and keynote speaker. The video creatively combined engaging clips, with each person presenting a different part of the contest while showcasing various areas of the store.

Adidas Contest Guidelines:
Like the post, follow @womeninsports_mtl and @nasousport, tag two friends in the comments and share on your Instagram story.

Contest Insights:
64,895 plays
809 likes
598 comments
539 shares
23 saves
31,529 accounts reached
77 hours of watch time

Post-event publication (carousel of key moments throughout the evening)
440 likes
27 comments
59 shares
7 saves
8,096 accounts reached

Insights July 16 to August 14 (after original video launch)
72,000 accounts reached (+262.7%)
1,700 accounts engaged (+80.9%)
493 additional organic followers (+201%)

CONCLUSION
In conclusion, our strategic approach to social media for the Women in Sports event successfully elevated engagement and expanded our reach. By leveraging captivating content, key partnerships, and organic growth tactics, we maintained consistent interaction with our audience and built momentum leading up to the event. The collaborative efforts, innovative video content, and targeted engagement strategies not only amplified visibility but also reinforced our commitment to celebrating and empowering women in sports. The positive results from this campaign underscore the importance of a well-rounded, authentic communication strategy in driving meaningful connections and achieving event objectives.