Australian Open
CASE STUDY
Supercharging Sponsored Content With Slate
20
50%
300+
The Goals
Deliver Sponsor Value
"We needed to deliver a wide variety of partners value on social.
Bring Brand to Life
"We wanted to drive differentiation and bring to life the vibrant nature of our brand and the event itself."
Workflow Efficiency
"With a small team in a high-intensity situation compact over a short time period, a tool like Slate is essential for us."
The Story
In the run up to the Australian Open, held annually in January and February, Chris Marris, Head of Content and Operations for Tennis Australia, sought out Slate. At the very least, he knew Slate would streamline a social media production process that had grown clunky.
Tennis Australia's partners soon learned that Slate's Stories could accomplish what they used to expect out of more traditional three- to-five-minute video series. Indirectly, Slate also increased quality control over these posts. Marris' social media crew felt compelled to come up with raw content that lived up to the quality of the already-built assets living within the app.
The Tennis Australia executive said he saw a "significant uplift" in impressions originating from Stories during the 2020 Open, which couldn't be said for all the organization's social media channels. That achievement, plus the improved sponsored content, gives Marris high hopes for incorporating Slate before, during and after the next iteration of the Australian Open.
