CASE STUDY
How STN Digital Surpassed the Women’s Tennis Association’s Goals
Our Role
Content + StrategySocial Media ManagementStrategic PlaybooksWhen the Women’s Tennis Association (WTA) needed to launch their TikTok account, they turned to STN Digital to make it happen. Leveraging expertise in social media management, content strategy, and custom audits, STN crafted a plan to catapult WTA into the TikTok scene and engage a new generation of tennis fans.
@wta Elena Rybakina is riding home in style after securing the dub at the Porsche Tennis Grand Prix 🏆 🚗💨 #PorscheTennisGrandPrix #Cars #Porsche #WTA #Sports #Tennis #TennisTok ♬ Get Ready - SUPER-Hi & NEEKA
@wta this shot from @Ons Jabeur 🤯 #Jabeur #CharlestonOpen #WTA #Sports #Tennis #TennisTok @Credit One Charleston Open ♬ original sound - WTA
The Challenge
WTA aimed to launch their TikTok channel on International Women’s Day, seeking to build a sustainable content strategy and achieve long-term growth. The goal was to set up WTA for success, ensuring they could manage the account independently after the initial engagement.
@wta Iga has your next book 📖 #Swiatek #BookTok #WTA #Sports #Tennis #TennisTok ♬ Show Me How - Men I Trust
@wta of course we...(tennis version) 🎾 #WTA #Sports #Tennis #WereTennisPlayers ♬ original sound - WTA
The Approach
Services Provided:
- Social Media Management (TikTok)
- Content Strategy
- Custom Audit and Playbook
STN managed the day-to-day operations of the TikTok account, including ideation, content calendar creation, video editing, copywriting, and community management. STN produced 10 TikToks weekly, posting 1-3 times per day, and provided live weekend coverage for select championship moments.
The content was posted within 30 minutes to an hour after the athlete was crowned champion, ensuring timely engagement.
@wta how could you not?! @Paula Badosa givin’ @SABA_ARYNA a high five after that one 🤝 #Sabalenka #Badosa #PorscheTennisGrandPrix #WTA #Sports #Tennis #TennisTok ♬ original sound - Kardashian clips 🎬
@wta the stars were out at the @Challengers Movie premiere in LA 💫 #Zendaya #VenusWilliams #ChallengersMovie #WTA #Sports #Tennis #TennisTok ♬ original sound - WTA
Target Audience: WTA’s content strategy aimed to engage both diehard tennis fans and casual viewers. The content mix included high-level hot shots and educational pieces to broaden understanding and appreciation of the game.
@wta “to honor Roger” 🫡 @Ons Jabeur #Jabeur #Federer #MMOPEN #WTA #Sports #Tennis #TennisTok 🎥 @#MMOPEN ♬ original sound - WTA
@wta Iga Świątek ranks her rallies without knowing which ones are coming up… 🧐 #Swiatek #WTA #Sports #Tennis #TennisTok ♬ original sound - WTA
@wta Experience the ✨magic✨ of Houdini Paolini with this incredible slice 🤩 #WTA #JasminePaolini #Tennis #RothesayInternational ♬ original sound - WTA
Strategy and Execution
STN’s strategy evolved through continuous analysis of monthly analytics and collaborative discussions with WTA. Key strategic pillars included:
- Community Building: Engaging fans with on-the-court action and athlete highlights.
- Storytelling: Sharing relatable and behind-the-scenes moments to connect viewers with athletes.
- Social Voice: Developing a distinct voice that resonated with WTA’s diverse audience.
- SEO: Optimizing captions and hashtags to enhance discoverability.
- Originality: Mixing repurposed footage, trend participation, and new content captured at tournaments.
Weekly calls with WTA were crucial for discussing creative concepts, trends, and ongoing agendas, fostering a collaborative and trusting relationship.
@wta From “Berlin” to “Katzenelnbogen” and everywhere between! Next up, making the players locate them on a map! 😏🇩🇪 #WTA #Tennis #TennisTok #Germany ♬ original sound - WTA
@wta Like mother, like daughter 🥹 #SerenaWilliams #WTA #Tennis #TennisTok #Sports ♬ original sound - WTA
Results
Deliverables:
- 162+ posts
- +166.3k net follower growth
- 941.5k+ engagements
- 35.7m+ video views
STN successfully launched WTA’s TikTok account and surpassed the goal of reaching 200k followers within a few months of the partnership beginning. This achievement was particularly significant given the expedited timeline and the stress surrounding the launch date.
Our team delivered a comprehensive audit and playbook, a strategic content calendar, and an effective TikTok launch strategy. The rapid follower growth and high engagement rates demonstrated the impact of a well-executed plan.
Impact
The WTA team repeatedly expressed their appreciation for STN’s efforts, noting that STN felt like an extension of their team.
The seamless launch and ongoing strategic support were highlighted as key factors in the successful partnership, resulting in positive sentiment and a strengthened relationship between WTA and STN. This collaboration not only met but exceeded expectations, showcasing the power of strategic social media management.