Serving up aces with the US Open 2021
With fans returning to the 2021 US Open, our challenge was to turn it into the biggest tennis Grand Slam of the season on YouTube
Service
Channel management strategy
Digital rights management
Content strategy
THE BRIEF
Build an effective new content strategy for the 2021 US Open that captured the excitement of the greatest tournament of the calendar.
WHAT WE DID
We brought tennis fans close-up to this global Grand Slam tournament. Our bespoke content strategy and real-time analysis shaped a winning content mix of highlights, YouTube Shorts and compilations. By the end, we had created 721 pieces of content. Bespoke thumbnails, metadata optimisation and community management maximised the US Open’s reach.
Previously the second most viewed Grand Slam, US Open 2021 was by far the most successful Grand Slam of the season.
Our approach
A continually evolving content strategy of match highlights, mini-documentary pieces, YouTube Shorts and compilations made the US Open 2021 the most viewed Grand Slam of the season on YouTube. In fact, it had more views than Wimbledon 2021 and Roland Garros 2021 combined.
The results
+255% views
+90% watch time
+132% subscribers
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