Page 270 - World Under 18 Championships

WORLD U18

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.
dium to watch the games.
4 videos were posted on the 13th.
Having hosted the WU18 games successfully, Kenya
has raised her profile as a favourable host for future Day 3
IAAF events and other championships.
• Other activities at the stadium such as the wu18
KYEB
Video cameras were not allowed in the athlete’s vil-
Village were also included in the content.
lage. is hindered content generation especially in
• 4 videos provided were posted on this day.
capturing visiting athletes’ experiences in the host
Day 4
country.

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

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

KENYA YEARBO0K
• Day 5 was the busiest with all the track and fi eld
• e posts on the page during this period had 9,500
sports happening within 3 hours.
likes, 639 replies and 7,000 Retweets.
• Also there were issues with the network due to
• ere were 5,300 link clicks mostly to view more
the number of people at the stadium.
content from the @Wu18Nairobi2017 page.
EDITORIAL BOARD
• 2 videos were posted
• The page gained 3,835 followers in this period,
• Coverage included the track and fi eld activities,
From 802 to a total of 4,637.
post athletics ceremony and pre-game activities
• is audience was predominantly male.
by athletes. e page received its highest engage-
ment on day fi ve.
Pre-IAAF Games
Post Iaaf Activities
• e Protel Team was on ground from 11th July.
• Photos from the Protel team were used on the page A lot of engagement on past posts and many tagged
and by our infl uencers. on any activities around the WU182017.
• 3 videos were posted during this period.
Infl uencers
Day 1
• 19 Infl uencers were used on the campaign
• 2 Videos were uploaded • On 6th July they started with #TwendeKasa and
• A follower ad and the video were both promoted. continued with tweeting all through the event.
• e day’s track and fi eld events and the President’s • ey received live information from the page and
commencement ceremony were covered.
pictures through and were involved in live tweet-
ing and posted the videos.
• In total the infl uencers gained a total of 8.43M
impressions.

270 | ACTIVITIES AND OCCURENCES DURING WORLD U18 CHAMPIONSHIPS