The Abu Dhabi Tourism Authority are the owners of Abu Dhabi Ocean Racing, one of the world’s leading ocean racing teams.
The Authority asked Fifty to consolidate Abu Dhabi Ocean Racing’s position as the Volvo Ocean Race’s most prominent team by amplifying its social media presence.
Through a combination of organic activity and data-informed paid growth, Fifty grew the Abu Dhabi Ocean Racing Twitter account into the third biggest sailing account worldwide over the course of the 2014-15 Volvo Ocean Race.
We created and amplified content totalling 88 million targeted views – delivering, tracking and reporting on over 15 million impressions to sponsors and partners. This campaign brought Abu Dhabi Ocean Racing’s Twitter presence up to the level expected of the most high profile team in the Volvo Ocean Race.
Fifty delivered trackable results to the team owners, enabling them to understand overall ROI and the project’s global sponsorship return by both geographic location and demographic.