One Big WINk Possible Group
Task
The project aims to attract a new audience with the help of content in WINK social networks. The audience of the project was both fans of the UFC world, and people who are fond of sports or up on significant events. That is why the strategy was communication with the audience via exclusive " warming up” and immersive content on Instagram.
Ideas and solutions
The Wink video service was the first to show UFC fights in Russia. Ultimate Fighting Championship (UFC) is a new leader in the sports industry that grows popular today. On October 24, 2020, the legendary fight was supposed to take place — Khabib Nurmagomedov vs Justin Gaethje. This was our chance and we started fighting for attention on social networks. But how can a young video service attract attention and involve users in communication in the conditions of the fiercest competition? The answer is exclusive content! A month before the fight, we started warming up our audience - creating dozens of stories on Instagram and launching surveys on VK about the life and career of various MMA fighters, the history and terminology of the UFC. We created questionnaires for mini-interviews, which were sent to the office in Las Vegas, and received exclusive content from international MMA stars! Among them are Khabib Nurmagomedov, Justin Gaethje, Alexander Volkov and Liana Jojua. We launched a UGC contest, in which we drew a merch with Khabib's autograph. We agreed on a collaboration with famous UFC fighters — Islam Makhachev and Zabit Magomedsharipov — and received massive support on the social media. We filmed 6 master classes with the techniques of MMA fighters and the signature techniques of Khabib and Justin, created dozens of complex and dynamic stories announcing the upcoming fight. Together with the UFC coaches, we released a unique video content that had no equivalents at the Russian market — a summary of the upcoming fight evaluations and analyzes — and published it at the peak of the audience's excitement. The scope of the project were 9 million unique users. The increase in subscribers is 133% and a total of 32,241 people. On October 24, 2020, more than 5 million users watched the online broadcast of the fight on the Wink video service. And we have demonstrated to the market an increase in all social media indicators and a record for audience growth
