Dubai Desert Classic 2021
Driving Success in the Desert
Outdoor | Advertising Campaign | Social Media
Amplifying The Dubai Desert Classic
Contracted by WSP Global as their Content Strategy and Paid Social partner, EQ was honoured to collaborate with their communications team to enhance the global presence of the Dubai Desert Classic 2021, an iconic international golf tournament with a rich history.
The year 2021 brought unprecedented challenges due to the ongoing Covid-19 pandemic. In light of restrictions limiting spectator attendance, organisers, Falcon & Associates, sought an innovative content marketing & PR strategy that would not only engage global audiences online but also deliver substantial value to their esteemed sponsors.
Our International Golf Challenge
Working alongside senior stakeholders at WSP, we supported its team on a creative journey to develop content concepts that leveraged exclusive access to the golf course, players, and partners. To broaden the tournament’s appeal, we crafted narratives that extended beyond the realm of sports, encompassing lifestyle, destination, and business angles to garner wider coverage beyond traditional sports channels.
Our ultimate goal was twofold: to build anticipation leading up to the event and to bring the event’s atmosphere to life in a way that went beyond standard sports coverage. We aimed to capture unique moments, delve into the personalities and mindsets of the players, and weave creative narratives that seamlessly aligned with our sponsors while respecting the event’s prestige.
A Triumph In Content Strategy And Paid Social
A dynamic team consisting of videographers, editors, photographers, graphic designers and copywriters were dispatched on-site to bring the ambitious content & social media plan to life. Collaborating with top-tier professional golfers, regional and international influencers, and key sponsors, each video was swiftly filmed, edited and approved in under 24 hours, ready for release on the event’s various social media platforms – Facebook, Instagram, Twitter, and YouTube.
As the videos went live, we meticulously executed a paid media strategy across all channels, strategically amplifying the posts and ensuring the tournament and sponsors received the exposure they deserved on a global scale.
An Outstanding Result
With 25 hero content pieces published, our paid social strategy smashed our KPIs, demonstrating the successful synergy of content strategy, audience engagement and paid media:
- Achieved a remarkable 17 million social media impressions
- Garnered 1.5 million Tru video views
- Recorded 741,000 engagements
- Achieved a notable 39% increase in followers across all social media channels
- Encouraged player engagement through shares and retweets
By adopting a strategic and creative approach, WSP and EQ not only met the challenge but also elevated the Dubai Desert Classic’s online presence to new heights, showcasing the tournament to a global audience and delivering exceptional value to its sponsors.