Case Study: Australian Open achieves 300K social audience growth in 2 weeks with Hootsuite

How the Australian Open engaged fans and increased its social media audience by 300k in 2 weeks

The Australian Open, one of tennis’s biggest annual events run by Tennis Australia, needed to boost awareness and accelerate ticket sales by increasing fan engagement across global social channels in the lead-up to the 2015 tournament. With an international audience to reach around the clock, the team aimed to grow its social following and drive real-time interaction during the event.

Tennis Australia used Hootsuite to schedule and publish content, monitor campaign hashtags, and respond to fans from a single dashboard, while running targeted initiatives like #AusOpen and #AOselfie (with an onsite Social Shack). In two weeks the campaign grew the social audience by 300,000, helped deliver record ticket sales, drove 14.3 million unique website visitors, generated 908K+ #AusOpen tweets, produced 13,000+ printed #AOselfies, and won a Victorian iAward for innovation.

Australian Open

Joel Smith

Social Media Manager