Case Study: Tennis Australia achieves 300K new social fans and record-breaking ticket sales with Hootsuite

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

The Australian Open, run by Tennis Australia, set out to boost tournament awareness and accelerate ticket sales for the 2015 event by increasing fan engagement across its social channels. With a small dedicated team and on-site activations like the Social Shack, their challenge was to grow a global audience and sustain real-time interaction before and during the tournament.

Using Hootsuite to schedule and publish content, monitor campaign hashtags (#ausopen, #AOselfie) via streams, and respond from one dashboard, the team ran targeted social campaigns and onsite fan activities. The result: a 300,000-fan increase in two weeks, record-breaking ticket sales, 14.3 million unique website visitors, 908,832 #AusOpen tweets, 13,000+ printed #AOselfies, and a Victorian iAward for digital innovation.

Tennis Australia

Joel Smith

Social Media Manager