OUTSTANDING SOCIAL MEDIA STRATEGY
Aramco Team Series – A Multi-event Global Women’s Golf Series – 54
The Aramco Team Series’ 2024 digital campaign is transforming how fans connect with women’s golf. Built around the pillars of equality, empowerment, inspiration, and inclusion, our strategy moved beyond traditional sports marketing, introducing player mic’d-up moments, real-time content, and short-form storytelling that engaged both die-hard golf fans and casual viewers alike.
Despite challenges such as last-minute approvals and limited access to broadcast footage, our nimble and creative team delivered exceptional results:
99.9 million video views
87 million accounts reached
73% growth in social following
481% increase in engagement
Our campaign stands apart through its authenticity, innovation, and long-term vision. It’s not just about visibility; it’s about shifting the narrative around women’s sports. As a result, the Aramco Team Series is now the most followed women’s golf event outside of the majors and is setting a new global benchmark for inclusive and engaging sports storytelling.
Ascot Embrace ‘Elegance at Play’ on Social Media – saintnicks x Ascot Racecourse
With UK horse racing experiencing lower attendance and viewership in recent years, Ascot Racecourse, one of the world’s most iconic sporting venues, made a strategic decision to broaden the brand’s commercial appeal.
saintnicks embarked on a transformative journey to evolve Ascot from an iconic racing venue into an aspirational lifestyle brand.
We created the positioning ‘Elegance at Play’ and distinctive tone of voice, ‘The Dandy’; blending British sophistication with playful wit. A new era of Ascot began; with social storytelling at its heart.
We created an always-on social strategy to engage new audiences, domestically and internationally; tailored to the unique demographics and behaviours on each channel.
Through five newly developed content pillars that seamlessly united world-class racing and lifestyle, we carefully crafted innovative content plans, identified unique influencer collaborations and amplified inspirational brand partnerships.
Then came Royal Ascot. The jewel in the crown of Britain’s social calendar – which received its own supercharged social strategy that let our creativity gallop.
The results spoke volumes: over 21 million impressions, 280,000 engagements, and nearly 30,000 new followers gained during the event.
By delivering the brand’s new positioning through social media, we ensured that Ascot stayed timeless but became irresistible.
City Creator Strategy – Manchester City Football Club
Manchester City’s creator collaboration strategy has offered new insights into the world of one of the most successful English Club’s in the history of the sport. The Club created relationships with world-renowned and globally relevant influencers to offer unique content to followers across sport and beyond. We collaborated with creators in four key, strategic ways throughout the season. Firstly, we invited a creator in ever month to work with our first team players for fun and engaging social content. Secondly, we engaged with the best artistic creators to commission unique work to be shown on socials. Thirdly, we incorporated creator output in the key announcements of Erling Haaland’s contract extension and Tijjani Reijnders signing – a first in Club football. And finally we hosted a Creator Day, when we invited five global creators to experience a Manchester City matchday. This activation created stellar results that reached way beyond our usual audience and brought our existing fans and potential new supporters closer than ever to the Club.
Premier Padel Official Socials – Premier Padel
Premier Padel has rapidly emerged as a trailblazer in the world of professional padel, not only through its high-calibre tournaments but also via its dynamic and engaging social media presence which has helped supercharge the organic growth of the sport.
Our social channels have played a pivotal role in transforming the sport’s visibility, engagement, and fanbase, expanding beyond the traditional padel markets in Spain and Argentina.
It is a hugely, exciting time for professional padel – Premier Padel’s success – as a truly global tour – has been seen around the world this year and through our creative storytelling there is now a truly global stage for padel – we have elevated the visibility of Premier Padel with global audiences where there will be fans and players across the world.
Since its launch in 2022, Premier Padel’s social channels have experienced remarkable organic growth. Through a range of content, we are over 3 million followers across major social media platforms from nothing – (Official social media channels can be found here: Instagram, TikTok, Twitter, YouTube, Facebook, Linkedin).
The Hungry Games – Trussell and The Romans
“Bin dippers.” “Feed the Scousers.” “Eating rats in their council house.” Poverty has long been a punchline in football. But with Trussell, we used that same tribal language for real-world good. Partnering with cult football creator Bryan’s Gunn, we built a remix style hero video using the word “hunger” as fans hear it every weekend, before landing it with the real thing. Launched on X, the platform most brands avoid but where football culture thrives, the campaign launched around the Merseyside derby. The result? Over 500,000 views, 13 clubs signed the Football vs Hunger Charter, and a new conversation about food banks in the language fans actually speak.
The Return – Barmy Army
‘The Return’ was a socially-led, emotionally charged campaign by the Barmy Army, the official England Cricket Supporters Group, designed to reignite fan excitement. With a small team but a global fanbase, our goal was to sell out travel packages for the iconic 2025/26 NRMA Insurance Ashes Series and provide a bucket-list experience to over 2,000 members.
Through nostalgic visuals, engaging teaser content, and fan-focused storytelling, we transformed the Ashes into more than just a series—it became a spiritual homecoming. Our standout Solo Traveller Initiative helped over fans find compatible roommates, lowering travel costs and encouraging community.
We prioritised real-time interaction across social platforms, hosted live Q&As, and encouraged user-generated content with #TheReturn, deepening engagement and authenticity.
The results exceeded expectations: with over 2,500 members booked on, social traffic rose by 38%, with social views exceeding 19m. Feedback from fans described it as their “trip of a lifetime.”
In a cluttered digital space and cautious travel market, ‘The Return’ stood out by blending emotion, innovation, and genuine community spirit—turning a campaign into a movement.
Til The End – Sunderland AFC
In the face of five consecutive defeats and a deflated fanbase, Sunderland AFC launched ‘Til The End, a bold, emotionally charged social media campaign designed to reset the mood and power the club’s Play-Off push. Grounded in the ethos of Relentless Obsession, it became a storytelling movement that united players, fans, and the city itself.
A full digital reset marked the shift from regular season to Play-Offs: new avatars, headers, and a bespoke player shoot gave the campaign visual punch, while emotional hype content set a new narrative. Supporters were placed front and centre, with fanzine partnerships, user-generated stories, and raw behind-the-scenes content forging a genuine community voice.
Real-time storytelling became our hallmarkmost notably the timestamped post of Dan Ballard’s last-minute winner, which gained over one million impressions and drove retail sales past £500k. A city-wide visual takeover and powerful short-form content built further momentum, with one video alone hitting 20 million views, 1.6 million engagements.
Between April and May, the campaign earned 227 million impressions, 11.3 million engagements, 383,000 new followers. More than metrics, ‘Til The End reignited belief and built a cultural moment fuelled by content, powered by community, and helping drive Sunderland’s return to the Premier League.
