IFF
I wrote my thesis as I worked at the International Floorball Federation (IFF). I created a social media campaign for the IFF in connection to the multi-sports event The World Games. In addition to the theoretical basis, the project included planning the content, creating it, posting it and analysing statistics. The campaign was a success.
My role
- Social media marketing
- Communication
- Content creation
Tools
- Gimp
- Lightworks
- Sproutsocial
- Meltwater
How'd I do?
“The IFF social media campaign created by Ms. Nurminen was both creative, intriguing and stood out compared to the other 31 sports participating in The World Games 2017. It gave Floorball an extremely big visibility market share and had a huge impact on how the sport was reviewed by the IWGA, due to its great visibility and reach. It has become a best practise example for The World Games sports of how to run a social media campaign and reach higher social media numbers in relation to the preparation and execution of The World Games 2022 in Birmingham, USA.”
– John Liljelund, IFF Secretary General
I wrote my thesis as I worked at the International Floorball Federation (IFF). I created a social media campaign for the IFF in connection to the multi-sports event The World Games. In addition to the theoretical basis, the project included planning the content, creating it, posting it and analysing statistics. The campaign was a success.
My role
- Social media marketing
- Communication
- Content creation
Tools
- Gimp
- Lightworks
- Sproutsocial
- Meltwater
How'd I do?
“The IFF social media campaign created by Ms. Nurminen was both creative, intriguing and stood out compared to the other 31 sports participating in The World Games 2017. It gave Floorball an extremely big visibility market share and had a huge impact on how the sport was reviewed by the IWGA, due to its great visibility and reach. It has become a best practise example for The World Games sports of how to run a social media campaign and reach higher social media numbers in relation to the preparation and execution of The World Games 2022 in Birmingham, USA.”
– John Liljelund, IFF Secretary General
The longer story
The World Games is said to be the Olympics for the non-olympic sports and the International Olympic Committee (IOC) look closely at how the sports succeed at the event. Floorball’s goal was to be the most visible sport in social media out of the 31 sports that took part in The World Games 2017. This was the first time that floorball was part of the event as an official sport.
The other objectives were to create informational and entertaining material, take all parties into consideration and engage floorball people around the world. As there were only six teams out of which five were from Europe and one from the USA there was a problem of how to engage the Asia Oceania region. In order to tackle this, we held a social media competition in cooperation with the Asia Oceania Floorball Confederation (AOFC). People could support their AOFC country by posting material with certain #, by guessing the results via IFF Mobile App and by watching the matches on IFF YouTube. The campaign brought visibility to floorball and to The World Games according to stats.
In order to include all parties of the tournament in the social media plan, I conducted interviews with the referees, the coaches, players and general team presentations. I had equal material of all the teams despite of the trouble of how to interview them as they are on the other side of the world. In order to make the material intriguing, I tried to ask interesting questions which resulted into results such as “Refereeing a match between two nations that are at a state of war”. There was also a countdown and a lot of tournament specific material. You can find it all in my thesis.
The social media campaign was successful. According to the International World Games Association (IWGA) and the statistics collected via Meltwater, floorball was the most talked about sport on social media. IWGA CEO Joachim Gossow said the following:
“…The IFF is also a very active and progressive federation pertaining to the use of modern technology and media resources to promote their sport. It understands to make use of TWG for their sport as a „showcase” to attract new, non sport-specific audience for the future.”
You can find the stats on my thesis and on the IFF website where you can also find the quote from Gossow.
The IFF renewed its website, thus the links on the thesis are broken. By googling the headlines, you can still find the news though their look is not identical to the original news.