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IAAF W ORLD U18 REPORT

The campaign period during the IAAF games is a Day 2
factor that would have drowned the IAAF message.
is was countered by a rigorous online and offline Day 2 ran smoothly with coordination with the pho-
campaign that saw thousands throng Kasarani sta- tographer from Protel Studios. 4 videos were posted
dium to watch the games. on the 13th.

Having hosted the WU18 games successfully, Kenya Day 3
has raised her profile as a favourable host for future
IAAF events and other championships. • Other activities at the stadium such as the wu18
Village were also included in the content.
Video cameras were not allowed in the athlete’s vil- • 4 videos provided were posted on this day.
KYEB
lage. is hindered content generation especially in
Day 4
capturing visiting athletes’ experiences in the host
country.

Day 4 ran smoothly with most of the live posts going
out with photos
IAAF WU18 live coverage

digital report
• 2 videos were posted
• By day 4 the page was the go to source of information
with pages such as Safaricom and Ministry of Sports
Summary
using our photographs on their pages.
e page had a very high engagement rate of 2.4%
Day 5
with every tweet receiving some engagement in the

form of likes, retweets and replies.
• Day 5 was the busiest with all the track and fi eld sports
happening within 3 hours.
KENYA YEARBO0K
• e posts on the page during this period had 9,500
• Also there were issues with the network due to the
likes, 639 replies and 7,000 Retweets.
number of people at the stadium.
• ere were 5,300 link clicks mostly to view more con-
• 2 videos were posted
tent from the @Wu18Nairobi2017 page.
EDITORIAL BOARD
• e page gained 3,835 followers in this period, From • Coverage included the track and fi eld activities, post
athletics ceremony and pre-game activities by ath-
802 to a total of 4,637.
letes. e page received its highest engagement on
• is audience was predominantly male. day fi ve.
Pre-IAAF Games Post IAAF activities
• e Protel Team was on ground from 11th July. A lot of engagement on past posts and many tagged
• Photos from the Protel team were used on the page on any activities around the WU182017.
and by our infl uencers.
• 3 videos were posted during this period. Infl uencers

Day 1
• 19 Infl uencers were used on the campaign
• On 6th July they started with #TwendeKasa and con-
• 2 Videos were uploaded tinued with tweeting all through the event.
• A follower ad and the video were both promoted. • ey received live information from the page and pic-
• e day’s track and fi eld events and the President’s tures through and were involved in live tweeting and
commencement ceremony were covered.
posted the videos.
• In total the infl uencers gained a total of 8.43M im-
pressions.

ACTIVITIES AND OCCURENCES DURING WORLD U18 CHAMPIONSHIPS | 285