TwoHearts

#TWOHEARTS

noun  two·hearts \'tuːhɑːts/

#TwoHearts was created to increase the visibility and awareness of equestrian sport around the world in the build-up and during Rio2016 in order to get more coverage, more clicks, more viewers, more engagement, more appreciation, more understanding and ultimately more FANS. 

Introducing

TWOHEARTS @Rio2016 A GLOBAL campaign to...

Unite Engage Promote Share

...the remarkable relationship between horse and rider. A unique sport at the Olympic & Paralympic Games

Who did we target?

The global equestrian community Horse lovers Sports fans with little equestrian knowledge
tuning into the world's
largest sporting event

HOW did we achieve it?

  • UNITE and ENGAGE people around a universal message #TwoHearts
  • DEVELOP an IDENTITY for that intuitive bond between horse and rider
  • CELEBRATE and PROMOTE Olympic and Paralympic heroes and show the trust, the mutual respect, the commitment between the two athletes
  • Be FLEXIBLE and create/distribute content on all platforms: broadcast, press, digital & social media
  • Use a different lens to PROMOTE equestrian sport with a fresh perspective...
  • Target FIVE key regions with tailor made content: BRAZIL, JAPAN, USA, RUSSIA & CHINA
  • Bring the existing community TOGETHER and entice new fans to understand the sport and discover the diversity, the variety, and unique selling points with INNOVATIVE STORYTELLING...

Results

WHICH tools did we use?

Animation, video, images, giffs, stories, UGC, statistics, facts and figures, infographics, interviews, profiles, real-time social coverage of the sport and behind the scenes, dedicated fan zone “equestrian playground” in Rio for a hands on experience

And in NUMBERS how does that translate?

Total posts


(Facebook, Twitter, Instagram, You Tube, VK, OK and Weibo)

4,971

Total social engagement


(likes, comments, shares, retweets)

8,048,932

Total social impressions


213,628,225

Total new
followers

202,262

Total video views across
all platforms

8,775,369

Total number of
press articles

+8,000

Total number of
broadcast pieces

1,098

Total combined impressions


(TV, online, mobile)

19.5 billion

Journey

Awards & Accolades

Hoofloose (winner of the GRAND Grand Prix Romand de la Création) + VIDEO HOOFLOOSE

Billy to Rio (winner of 2 bronze Lovie Awards in Internet Video and Social categories)

FEI VOTED International Sports Federation of the Year 2016

When comparing equestrian sport to all the other Olympic sports at Rio2016 – equestrian had some of the highest levels of conversations (engagement, buzz, key words) across all social channels.

A team effort

Thanks

To Rio2016, all the fans, athletes, grooms, farriers, support teams and National Federations that made #TwoHearts such a huge success.

Thanks

To the wonderful creative minds and agencies that helped us along the way: ButFirst, IMG, Ogilvy, PixelforDinner, Tall, Weber Shandwick

#TwoHearts was a campaign but it has always existed and will continue to inspire, motivate and move people

The Future

Next page

Rio2016 Olympic & Paralympic Games