Telenet Superprestige Cyclocross
Social Media Case
IN 2018, FLANDERS CLASSICS BECAME THE OWNER OF THE TELENET SUPERPRESTIGE
Wouter Vandenhaute announced that Flanders Classics would become the new owner of the Telenet Superprestige cyclocross. He made this decision with the goal to innovate the cyclocross world and to keep the Telenet Superprestige as one of the most important and iconic competitions in cyclocross history.
SPORTHOUSE GROUP AS DIGITAL PARTNER
As a result of the good work for Flanders Classics in the past, they addressed Sporthouse Group as their digital partner for the Telenet Superprestige.
THE MARKETING OBJECTIVE
The main objective was to extend the online reach of the Telenet Superprestige’s owned media channels, with a focus on social media. We created a social media plan from the beginning of the season (October 2018) until the end (February 2019). The strategically chosen content was produced to increase the amount of engagement with fans. There was a need to trigger interactions and to boost the shareability of the content concepts.
Sporthouse Group injected more dynamism into the channels, with a lot of interaction with the target audience. A focus on organic reach, using one concept to tell one story via all channels. The difference was made on the editorial level, which was pretty much autonomously managed by Sporthouse Group. They know the ins and outs of the social media world, they’re in touch with the sporting world and don’t require extra input from Flanders Classics.
- Pieter Cocquyt, Project Manager at Flanders Classics.
THE SOCIAL MEDIA STRATEGY
A brand new Instagram account was launched after analyzing the target audience. We could see a huge need for content aimed at a younger generation of cyclocross fans and jumped at this opportunity.
These fans want the latest information about the cyclocross world. This was the reason we provided nearly live content across all social media channels during the races. The reach of this content was extremely high and gave us a new way of connecting with all types of fans. Whether it was on their phone, laptop or TV, it was always somewhere near them!
NUMBERS, NUMBERS, NUMBERS
The social media plan resulted in the following statistics:
Facebook: 7.614likes (+ 32 %)
Instagram: from 0 to 3.908 followers
Twitter: 2.211 followers (+ 43 %)
Average organic reach (on a weekly basis): 251.260 across all social media channels
Did you know the DVV Verzekeringen Trofee also started their Instagram channel in October 2018 and reached a total of 763 fans to this day.
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