US Open Instagram
The 6th Annual Awards
- Best Instagram Presence
ABOUT THIS ENTRY
US Open Tennis Championships brought the Grand Slam experience in New York City to life to our fans across the globe through Instagram.
How does this represent “Excellence in Engagement”?
Maximizing your content's potential isn't just about making a "good post" anymore, you need to maximize exposure in the algorithm by using the platform tools to your best ability as well. The "collab" feature is taking one brands content to mulitple accounts of people who may never have seen your content if it not had been for unlocking the "collab."
Objective
The US Open social media team's approach to Instagram was to dominate users' feeds with engaging & entertaining content from our tournament even if users did not follow us. We knew we needed to use the "collab" feature to our advantage and push the boundaries on engagement to reach new audiences.
Strategy & Execution
Our team knew we had an opportunity to expand the reach of the US Open and our brand to new audiences through the ”collab” feature on Instagram. We strategized about who else could benefit from every single piece of content we published, and added that account as a ”collaborator”. Every exceptional highlight, top press moment, quirky fan moment, celeb-sighting and intense player win reaction was published with multiple cold ”collabs” added to it for maximum visibility. A cold ”collab” is a collab request that was not emailed about or DM’d about, simply a collab request to a brand/celebrity/team that they saw enough value in to accept.
Throughout the 3 weeks of the US Open, our Instagram account had over 60+ accepted ”collabs” ranging from tennis entities, professional players, other sports teams/leagues, our partners, influencers and celebrities.
[ATP Tour, WTA Tour, ESPN, ESPNW, Michelle Obama, Bleacher Report, Coco Gauff, Novak Djokovic, Amanda Seyfried, the NFL, Grey Goose, Lin Manuel Miranda, Hank Azaria, Matt Friend (comedian), Michael Phelps, Kansas City Chiefs, the NBA, MLB, Miami Heat, Atlanta Hawks, New York Jets, New York Mets, Victor Cruz, Ally Love (Peloton), Lil’ Wayne, Sebastian Yatra, and so many more.]
Organizations
- USTA
Links
Featured
- ATP Tour
- WTA Tour
- ESPN
- ESPNW
- Michelle Obama
- Bleacher Report
- Coco Gauff
- Novak Djokovic
- Amanda Seyfried
- the NFL
- Grey Goose
- Lin Manuel Miranda
- Hank Azaria
- Matt Friend
- Michael Phelps
- Kansas City Chiefs
- the NBA
- MLB
- Miami Heat
- Atlanta Hawks
- New York Jets
- New York Mets
- Victor Cruz
- Ally Love
- Lil’ Wayne
- Sebastian Yatra
Credits
Alyssa Simonin
Manager, Social Media
USTA
Reshina Warren
Director, Social Media Strategy & Analytics
USTA
Andrew Robinson
Sr. Social Media Producer
USTA
Paige Sterner
Social Media Producer
USTA
Alex Venero
Socia Media Coordinator
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.
