— FOCUS
Social Strategy
Content Production
— ROLE
Photography
Videography
Social Media Management
— DATE
2022 to 2023
On joining Destination Sport Group my initial responsibilities centred around content creation and social media management of their SportsBreaks brand. They provide official ticket and hotel packages to major sporting events around the world.
On social media the brand suffered from low engagement and a perception of anonymity. The reliance on stock imagery made the brand feel transactional, creating a risk that customers viewed us more like illegitimate "ticket touts" rather than an official experience provider.
To prove legitimacy, I moved away from "selling tickets" to utilise player appearances in our partnerships with clubs to provide social proof and bringing the experience our products to our potential customers through showcasing experiences of the events.
The Turning Point
The turning point came at the World Darts Championships. I shifted from passive B-roll to raw, high-energy fan interactions such as 180 calls, and walk-on songs. Putting staff on camera to humanise the brand.
This approach generated over 2 million organic views across the top three assets, successfully establishing the brand's new social media identity.
The Viral Peak
- Building audience trust built during the initial pivot, we later achieved a single-asset peak of 11.5 million organic views on a single post in our interactions with fans at events and consistently achieving over 250,000 views.
