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Challenge:

Our objective for the 2022 Alfred Dunhill Championship was to make a significant impact on social media, spotlighting the event's rich tradition, prestige, and competitive spirit.


Strategic Execution:

During the tournament week, we established a vibrant content hub producing a variety of materials – photos, graphics, and videos – centered around three fundamental themes:

  • Camaraderie & Friendship: Capturing moments of mutual respect and companionship throughout the event.

  • Beauty in Golf: Highlighting the stunning visual appeal of the courses, with a special focus on St. Andrews as an iconic golfing destination.

  • Tradition & Heritage: Showcasing the unique characteristics and historical significance of the three championship courses.

 

Campaign Outcomes:

We set new records in video views across various platforms, particularly Instagram experiencing a notable increase in follower count, surpassing 2021's numbers. The tournament week saw heightened collaborations, and we successfully launched our presence on TikTok and YouTube Shorts. Overall, the campaign achieved impressive metrics: 32.5 million impressions, 7.2 million video views, and a gain of 25 thousand new followers.

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