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World Surf League uses Slate to promote first ever Olympic Surfing Event

45+

PIECES OF CONTENT CREATED

7 mil+

IG IMPRESSIONS

3000

COMMENTS ON IN-FEED POSTS

Because the competition was on as big of a stage as
the Olympics, the results we saw were insane.
People were interacting with our content in
numbers we hadn’t seen before.

ELISE CRIGAR, DIRECTOR OF SOCIAL MEDIA

The Goals

Prepare to be Agile

“Because there were so many unknown elements going into the event, we knew we would need to be able to pivot and adapt quickly. Having everything in one place enabled us to do so.”

Drive Event Awareness

“Our goals are usually swipe-ups to a stream, but in this instance, our efforts were all about driving awareness around how to watch and driving discussion around the event.”

Support Athletes Through Social Content

“This was so new for us and our sport, so we really wanted to be able to celebrate our athletes on our channels.”

ELISE CRIGAR, DIRECTOR OF SOCIAL MEDIA

WSL created 43 stories using Slate during the week of competition

The Story

The inaugural Olympic surfing competitions took place in Tokyo for the 2021 games. World Surf League, the governing body for professional surfing, knew how important this advancement was for their sport and wanted to highlight the moment. The WSL held the qualifying rounds for the Olympics but then moved into a role similar to that of an independent media organization when competition moved to Tokyo.

To operate safely within Olympic guidelines, WSL knew they’d need to get creative in their approach. They created a multitude of assets to celebrate their athletes from various countries, preparing for quick turnarounds and any potential pivots in strategy.

Their hard work paid off. Throughout the competition, WSL was quick to reshare their athletes’ posts as well as create new content across platforms using Slate. While they weren’t awarding the gold medals themselves, they were able to create moments on their own channels to celebrate their athletes and promote the momentous event for the sport of surfing.

The flexibility that Slate offered was huge.
Being able to repurpose content using Slate widened what we were able to post from this event.

ELISE CRIGAR, DIRECTOR OF SOCIAL MEDIA

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