The Tall Ships Races was the biggest nautical event in 2017 in the whole Europe. The regatta final took place on 5-8 September in Stettin. At the time, about 70 astonishing units moored at Wały Chrobrego. The SOFINE team was responsible for the event’s communication and promotion in social media, from the beginning of September 2016 to the end of September 2017.
To reach with the communication as broad group of the receivers as we could, not only from Poland, but the whole world, we engaged in the Tall Ships Szczecin profiles on seven social media platforms: (Facebook, Instagram, Twitter, Pinterest, Flickr, Snapchat and YouTube), which we conducted in two languages: Polish and English. Apart from the active communication based on the original creative concepts and using most up-to-date technologies and social media trends, we were responsible for photo and video content. We were conducting effective advertising actions that increased the range and engagement of the users.
In the effect of our actions, the Tall Ships Szczecin fan page had 53 000 users at the opening of the event. What is crucial, the society we built is made of authentic fans – ones that engage in the communication, share the content and take part in all the actions we organize. During our one year long work on the Facebook profile we gained a range of 15 millions (almost 5 millions at the time of the final) and 37 millions of displays.
There are also some impressive data for remaining TSR Szczecin social media profiles: Instagram and Snapchat, based on mobile applications, gained almost 68 thousands of displays and 2,7 thousands of range; Informative Twitter – over 178 thousands of displays; Youtube, based on video materials – 53 thousands of displays.