Australian Open Supercharging Sponsored Content With Slate

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 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.