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
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 professional surfing governing body, knew how important this advancement was for their sport and wanted to highlight the moment. To do so, they included Slate in their plan in order to create social content.
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 within Olympic guidelines, WSL knew they would 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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