African Football Roars on TikTok: AFCON 2023 Triumph
The 6th Annual Awards
- TikTok Presence
ABOUT THIS ENTRY
Our TikTok content for the TotalEnergies Africa Cup of Nations 2023 (AFCON2023) stands as a testament to the power of innovative digital engagement in sports media.AFCON 2023 has become the most successful continental sport event.
ARQAM stood proudly as the digital force behind Confederation of African Football (CAF), crafting a record-breaking digital experience capturing the hearts of global football fans.
Going beyond dynamic content and coverage, we made use of all tools available to TikTok creators, including match centers, filters, live studios.
AFCON2023 on TikTok garnered almost equal interest from all African countries, a testament to how diverse yet inclusive our content was and its relevance to all demographics and fan segments.
The project’s success is evident in the staggering metrics, with 3.6 BILLION views on #AFCON2023 hashtag on TikTok, an almost two fold increase compared to the previous edition, and a thriving community of 3.1 MILLION NEW followers.
How does this represent “Excellence in Engagement”?
AFCON 2023 has been labeled as the most successful continental sport event to date. An epitome of Excellence in Engagement through the unparalleled ability to captivate, connect, and inspire a global audience. With staggering KPIs we transcended traditional metrics, and yet going beyond the numbers, our content captured the hearts of global fans around the world. In summary, AFCON2023 represents Excellence in Engagement by redefining the digital sports experience, connecting with global fans, and celebrating African football with an unmatched level of enthusiasm and pride.
Objective
Our TikTok centric objectives for AFCON2023 aimed at creating a unique and engaging digital experience that resonated with all stakeholders, including global fans, teams and national federations, as well as sponsors while celebrating the Pride of African Football.
Strategy & Execution
The strategy for AFCON2023 on TikTok was a dynamic integration of all tools and content types available on the platform.
Overall, AFCON 2023 on TikTok capitalized on the strengths of Africa—not just football, but all the elements that add to the football culture, including music, fashion and dance.
TikTok Tools:
- TikTok Match Center: Home to all tournament content, this tool included all content from AFCON under the hashtag #AFCON2023
- Guess The Champion Filter: Making use of all tools, with a filter that keeps users engaged from the early stages of the tournament
- AFCON Sideline Studio: A live studio from the sideline bringing fans on TikTok the live content straight from the pitch
- On-Ground Coverage: Capturing and sharing the fun side of African football and riveting moments that transmit the spirit of African football happening on the pitch.
- Storytelling & Narrative: From the opening ceremony to the final match, we captured the most incredible moments that showed the spirit of the continent and its football.
- Local Music Integration: Authentically representing the cultural richness of Africa, we used music from Africa’s hottest tracks, incorporating music into our content.
Organizations
- ARQAM
- Confederation of African Football
Links
Credits
Youmna Amer
Social Media Executive
ARQAM
Mina Adel
Social Media Editor
ARQAM
Ahmed Adel
Project Manager
ARQAM
Islam Sanad
Content Lead
ARQAM
Bassem Emad
Head of Operations
ARQAM
Oumaima Ibennain
Social Editor
ARQAM
Yasir Abdelgelil
Social Editor
ARQAM
Mahmoud Nady
Social Editor
ARQAM
Abdullah El Gendy
Video Editor
ARQAM
Ahmed Shennawy
Video Editor
ARQAM
Loay Hesham
City Coordinator
ARQAM
Mohamed Khaled
City Coordinator
ARQAM
Abdalla Yossry
City Coordinator
ARQAM
Farouk Essam
City Coordinator
ARQAM
Zakaria El Jouhari
Social Editor
ARQAM
Omar Rashwan
Video Editor
ARQAM
Abdelrahman Medhat
Video Editor
ARQAM
Mostafa Khaled
Video Editor
ARQAM
Shereef El Gemizy
Video Editor
ARQAM
Mohamed Gamal
Video Editor
ARQAM
Muhammad Rashad
Digital Coordinator
ARQAM
Celebrate in NYC
Join us for the 6th Annual Hashtag Sports Awards™ on the evening of June 6, 2024 as we celebrate finalists and reveal the winners of this year's awards live during the show.
