Team Sky, home to Chris Froome and winner of this year’s Tour de France, used RadiumOne’s Po.st platform to track and boost both fan growth and engagement across its global digital presence.
Brand: Team Sky | Sector: Social Media | Country: UK | Partner/agency: RadiumOne | Objective: brand awareness, consideration and purchase | Format: Social Media
Ahead of The Tour de France, Team Sky worked with RadiumOne to apply a custom Po.st sharing widget across its entire website and began using Po.st URL to create shortened personalised links, shareable across social media and the open web.
Use of the tools gave Team Sky immediate access to audience insight, improving its understanding of fans directly interacting with Team Sky’s digital platforms and those who interacted with Team Sky content shared across the internet. This new understanding informed a focus on relevant content which enabled Team Sky to build deeper digital engagement, grow its global fan base, increase value for commercial partners and continue to inspire people back on to their bikes.
Since the start of the Tour de France Team Sky has seen:
• Over 1 million unique interactions across its digital presence
• A 16% increase in Twitter followers during the 3 weeks of the Tour de France
• A 10% increase in Facebook likes during the 3 weeks of the Tour de France
• Over 1.2 million clicks of shortened Po.st links shared on Team Sky’s social media and by users on social media and across the open web
• 24% of engagement takes place on mobile devices
• Apple devices were the second most used means of accessing Team Sky’s content
o 48% of Team Sky content accessed on device in the UK was via an Apple device
o 30% of Team Sky content accessed on device in the EU was via an Apple device
• 49.2% of engagement with Po.st social links came from the USA, 24% from the UK, with 19% coming from across mainland Europe
Fran Millar, Head of Business Operations, Team Sky said: “We've now won the Tour de France twice consecutively, maintaining our position as the leading professional cycling team in the world and helping inspire millions of people to ride their bikes. With that comes massive digital engagement and a need to understand who makes up our global audience, to provide them with relevant content on the right devices and at the right times, and also to have the facility to provide both current and potential partners with real insight into that audience, ensuring they understand and use that information to deliver return on investment.”
Abeed Janmohamed, Commercial Director Europe, RadiumOne commented: “Team Sky's winning of the 100th Tour de France has taken the sport and team to new heights in the UK and abroad. As the global profile of road cycling soars, Team Sky has been proactive in recognising the importance of digital media as a way of identifying and engaging with its international audience. By implementing the Po.st tools, it has been able to create relevant content to engage and grow its fan base, offering partners great and growing exposure as well as real insight into consumer interest.”
