Challenge:

For the Alfred Dunhill Championship, the objective was to make a standout impact on social media, elevating the tournament’s digital presence while staying true to its prestige, heritage, and competitive spirit.

 

The challenge was to balance modern, high-performance social content with the event’s deep-rooted traditions and iconic golfing settings - most notably St. Andrews Old Course.

 

Strategic Execution:

On-Site Content Hub

Established a dedicated, on-the-ground content hub throughout tournament week, producing a high volume of photos, graphics, and video optimised for social-first platforms.

Clear Editorial Pillars

All content was anchored around three core storytelling themes:

Camaraderie & Friendship

Captured moments of mutual respect, shared experiences, and relationships between players, reinforcing the spirit of the championship.

Beauty in Golf

Showcased the breathtaking visual appeal of the courses, with cinematic focus on St Andrews as one of the world’s most iconic golfing destinations.

Tradition & Heritage

Highlighted the history, character, and unique identity of each of the three championship courses, connecting modern competition with golf’s rich past.

Platform-First Distribution

Delivered tailored content across Instagram, TikTok, and YouTube Shorts, ensuring maximum reach, discoverability, and engagement throughout the week.
 

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Campaign Outcomes:

• 32.5 million impressions across platforms

• 20.5 million video views, setting new tournament records

• 25,000 new followers gained, with Instagram surpassing 2023 growth benchmarks

• Increased collaborations and partner integrations during tournament week​

• Sustained presence and momentum across Instagram, TikTok, and YouTube Shorts

 

Results:
The Alfred Dunhill Championship was transformed into a high-impact digital spectacle, combining tradition-led storytelling with modern social execution - driving record-breaking reach, meaningful audience growth, and reinforcing the event’s position as one of golf’s most prestigious tournaments in the digital era.