Case Study: USTA achieves 700% year‑over‑year content engagement growth with Keyhole

How the USTA is Leveraging Social Media to Reach the Next Generation of Tennis Players

The USTA sought to grow tennis by reaching Generation Z and millennials and dramatically raise social engagement across its channels. To support that effort they partnered with Keyhole, using Keyhole’s hashtag analytics and competitive benchmarking tools to track #USOpen, identify super‑users, and measure what content resonated in real time.

By combining Keyhole-powered monitoring with a 100‑member youth ambassador program and platform‑specific content, the USTA was able to scale successful content quickly—delivering billion+ impressions for #USOpen, a 700% year‑over‑year increase in interactions and video views across the big five platforms, and over 1,200% higher interactions/video views versus other Grand Slam governing bodies. Keyhole’s analytics and benchmarking were central to these measurable gains.

USTA

Qianna Smith-Bruneteau

Director of Social Media & Strategy