Project Description
In partnership with the Africa Polo Network, Empower us led a dynamic and multi-channel digital campaign to promote the Nedbank International Polo 2024 and amplify the visibility of polo as a growing sport across the continent.
Polo in Africa, especially in South Africa, has seen a remarkable resurgence, with iconic venues such as the Plett Polo Club and events like the Nedbank International Polo gaining increased attention from fans and sponsors alike. Recognizing the opportunity to strengthen polo’s digital footprint, we executed a holistic social media strategy encompassing:
Content Creation: High-quality visuals, behind-the-scenes footage, interviews with players, and history of polo in Africa.
Platform Engagement: Consistent organic posting across Instagram, Facebook, X (Twitter), and LinkedIn.
Paid Media Campaigns: Targeted ad spend across Meta and Google platforms to reach high-net-worth individuals, sports enthusiasts, and luxury lifestyle audiences.
Influencer Collaboration: Partnered with regional influencers and polo personalities to enhance credibility and organic reach.
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The Challenge Of Project
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Limited Online Presence
Polo events in Africa historically relied on traditional PR and word-of-mouth. Transitioning to a digital-first strategy required brand repositioning and audience education. -
Niche Audience Targeting
Reaching the right demographic (affluent, luxury-interested, and sport-centric users) demanded precise segmentation and iterative optimization of ad creatives. -
Content Resource Gaps
With limited in-house digital assets from some clubs, we needed to rapidly develop compelling content without compromising authenticity.
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Short Lead Time
The campaign was launched on a tight schedule, requiring agile coordination with stakeholders and rapid deployment of content, ads, and influencer partnerships to generate buzz ahead of the event.
Results
The campaign delivered significant impact and positioned the Africa Polo Network as a digital leader in African equestrian sports:
Audience Reach: Over 1.2 million impressions across all platforms during the campaign window, with engagement rates exceeding industry averages by 3x.
Follower Growth: A 40% increase in Africa Polo Network’s social media followers in just 6 weeks.
Event Awareness: The Nedbank International Polo 2024 achieved record-breaking ticket pre-sales and a marked rise in international interest.
ROI on Paid Media: Every dollar spent on paid ads returned 4.7x in brand engagement value, with CTRs (Click-Through Rates) exceeding 2.5%.
Press Pick-up: Influencer and user-generated content led to organic mentions in 10+ online publications, including lifestyle and sports blogs.
for 15 years and running, it has been delivering smiles to hundreds of IT advisors, developers, users, and business owners. Easy solutions for all difficult IT problems Provide users with appropriate view and access permissions to requests, problems, changes, contracts, assets, solutions, and reports with our experienced professionals.
