Top Rank Boxing en Español
The 6th Annual Awards
- Best Other Platform Presence
ABOUT THIS ENTRY
We are submitting the meteroric growth of the Top Rank Boxing's Spanish language platform. In the first full year of the account, we shattered expectations reaching 200M people and growing over 800K followers, reaching a new audience for the brand.
How does this represent “Excellence in Engagement”?
The remarkable success of our efforts prompted us to expand our Spanish language presence onto two additional Meta platforms—WhatsApp and Instagram. This expansion underscores the enduring impact of our strategy and the confidence it instilled in our team to replicate the success on other channels.
Objective
In response to the exponential growth of Top Rank Boxing’s English language Facebook page in 2022, our social media team strategically pinpointed the Spanish language counterpart, initiated in the latter half of that year, as the focal point for growth in 2023.
Commencing the year with a modest base of 100,000 followers, our overarching objective was to establish this platform as the quintessential hub for Spanish language boxing content. This entailed comprehensive coverage of all Top Rank boxing events, coupled with a heightened emphasis on showcasing the Hispanic athletes signed to the promotion. Numerically, the team focused on two goals—one million followers by the year’s end and becoming profitable through the in-stream ad tools Meta provides for monetizing content.
Through a multifaceted approach encompassing event coverage, athlete spotlight, and strategic monetization, our aim was to not just accumulate followers but to foster a thriving and engaged community passionate about Top Rank and boxing as a whole.
Strategy & Execution
Recognizing the considerable presence of Spanish-speaking fans within our English language Facebook page, we immediately set out to devise a multifaceted approach to entice them to join the Spanish page. Our outreach included over a dozen callouts in Spanish on the English language page encouraging conversion, utilizing Meta’s tools to ensure these posts were targeted to Spanish speakers. Content collabs between the English and Spanish language pages became instrumental in our strategy. By co-creating content that spotlighted Hispanic boxing legends, we fostered a seamless transition for fans from one page to the other.
Beyond our own pages, we actively engaged with the Spanish language boxing community within Facebook groups. Becoming contributors to these groups, we shared content, participated in conversations, and effectively communicated the existence of a dedicated Spanish-language page.
Working with Meta representatives, we stayed attuned to the evolving trends and preferences on the platform, we optimized our strategy accordingly. The emergence of Reels as a significant content format prompted us to integrate it into our strategy, constituting 40% of our content by the end of the year. This strategic shift not only enhanced the visibility of our content but also played a pivotal role in unlocking revenue opportunities.
Organizations
- Top Rank Boxing
Links
Credits
Todd duBoef
President
Top Rank Boxing
Morgan Dewan
Chief Brand Officer
Top Rank Boxing
Joe Setley
Head of Content Strategy
Top Rank Boxing
Maddie Dobbins
Director of Content Programming
Top Rank Boxing
Karla Figueroa
Social, Espanol
Top Rank Boxing
Brian Kelly
Chief Revenue Officer
Top Rank Boxing
Gardy Lopez
Director of Athlete Relations
Top Rank Boxing
James Neylon
Editor
Top Rank Boxing
Jaylen Dominguez
Social Media Coordinator
Top Rank Boxing
Celebrate in NYC
Join us for the 6th Annual Hashtag Sports Awards™ on the evening of June 6, 2024 as we celebrate finalists and reveal the winners of this year's awards live during the show.
