Social Media Strategy for Tour de France 2023
Nicole Gonzaga
I was given the challenge to work on Tour de France's Singapore Criterium social media marketing. It was a 6-month long project that tackles:
Setting up their TikTok account from scratch
Create said TikToks 3-4x a week for 6 months, and to be crossposted on Instagram and Facebook
Update the copy on their WHOLE website
Other tasks I contributed with: giveaway mechanics, out-of-home ads, ads budget allocation, and ad content.
The Challenge
When it comes to making the perfect short-form video content, you need to have a lot of footage. Lo and behold, I was not provided raw footage from last year's event. Instead, I was directed to grab from existing Youtube videos. On top of that, I was working remotely far from Singapore, but this did not stop me!
The Solution
I never create content without brainstorming the brand's content pillars first (unless they already have one, then hoorah!). Content pillars, by the name it self, are the pillars that will hold your whole marketing strategy together. These consists on 3-5 themes that are relevant to your brand.
With TDF, I proposed 4 content pillars.
Education - all-things TDF, history, event updates, etc.
Comedy - memorable and meme-able moments in the event
Rider Spotlight - dedicated videos to highlight popular riders that were coming in for the event
Other promos - anything relevant we can promote and create content out of, in this case, we have the Netflix Unchained documentary and hyping up our opening and closing party artists.
The Results
TikTok videos crossposted to Instagram Reels
Website: singaporecriterium.com
OOH ad in the iconic Suntec City Convention Center
Testimonial
Nicole joined as a founding member of OtterHalf, and her contributions to the company, amongst many other things, have been creating content for our socials channels Linkedin, Facebook, Instagram and TikTok. She created @tdf.sg, the TikTok channel for one of our biggest clients, the Tour de France Singapore Criterium, overseeing end-to-end content creation for the account, which was repurposed on the official Tour de France account as well. In 3 months, with her support, the Tour de France Singapore TikTok account had a collective 1.2 million views on its videos. –– Cassandra Ong, Managing Director & Founder of OtterHalf Global
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Posted Oct 6, 2023
A case study on how I did social media strategy and content creation for the Tour de France: Singapore Criterium 2023.
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