Case Study: International Transport Workers’ Federation (ITF) leads the automation-in-the-workplace debate with Digital Willow

International Tennis Federation reaches 1.5 million people with Digital Willow

The International Tennis Federation (ITF), a global union federation representing over 19 million transport workers, faced significant challenges due to workplace automation, including job losses and a need for a stronger internal and external communications strategy. They engaged Digital Willow to help position their voice and lead the global debate on automation.

Digital Willow implemented a multi-faceted communications plan targeting workers, policy makers, and union leaders. Using live digital data and human behavior insights, they constantly optimized content and marketing channels, including social media and Google Search. The results were substantial, including a 151% growth in Facebook likes, reaching 1.5 million people, and achieving over 250,000 engagements. Their Google Search ads maintained an average position of 1.0, and their videos had over 136,000 views with an exceptionally low cost per view.

International Tennis Federation (ITF)