Top Rank Boxing’s Ringside Cam
The 7th Annual Awards
- Best Short-Form Video
ABOUT THIS ENTRY
In 2024, Top Rank Boxing revolutionized its Ringside Cam by transitioning from smartphones to DSLR cameras, significantly enhancing content quality and engagement across 31 events worldwide. This strategic shift resulted in over 72 million views, a 182% increase in average Reel performance, and solidified Top Rank's leadership in delivering cutting-edge digital boxing content.
How does this represent "Excellence in Engagement"?
**Elevating Content Quality**
Transitioning from smartphones to DSLR cameras introduced a significant improvement in video quality, which directly enhanced the viewer's experience.
**Expanding Global Reach**
The initiative spanned 31 events across seven countries and four continents, showcasing the commitment to delivering consistent, high-quality content to a global audience.
**Record-Breaking Engagement Metrics**
The campaign achieved 72 million total views across 93 clips, averaging 774,000 views per highlight—a 182% increase over the platform’s average Reel performance.
**Audience-Centric Approach**
The campaign delivered on fans’ expectations of immediacy, while exceeding them in terms of quality.
Objective
In 2024, the Top Rank Boxing social media team set out to redefine how they brought fans into fight night.
Since 2021, Top Rank's Ringside Cam was devoted to capturing the thrill of the boxing with smartphones, delivering raw, real-time vertical content to fans around the globe. With a social media team member positioned on the ring apron, fans were instantly delivered highlights from the best seat in the house. But this year, the team decided it was time to evolve with the goal of increasing quality/engagement and to position themselves better in Instagram's Reel algorithm.
Strategy & Execution
To transform Ringside Cam content, Top Rank replaced their smartphones and moved fully into using DSLR cameras, launching the initiative at a February 2024 event in Tokyo. The shift immediately generated impact with the first clip shared from [@TopRank](https://www.instagram.com/toprank/) hitting [6.5M views](https://www.instagram.com/reel/C3uaXIMORRC/) - the second most viewed ringside clip for the year.
The transition from phones to DSLR cameras required the team to quickly adapt to new equipment, with most members having only prior experience shooting on phones. Training sessions were conducted to familiarize the team with camera settings, lens options, and shooting techniques to ensure seamless operation under the fast-paced demands of live events. The new workflow introduced complexity; instead of simply trimming and sending footage directly from a phone, DSLR content required capturing, transferring, and preparing clips within the 60-second intervals between rounds. This new routine became a precise and highly coordinated effort, maximizing every moment to deliver high-quality highlights within the same timeframe fans expected.
As shown by launching in Tokyo, the new approach was not going to be limited by geography for the Las Vegas based promoter. The implementation has spanned 31 events across four continents and seven countries between February and the end of November 2024.
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
Roberto Ortuno
Social Media Manager
Top Rank Boxing
Jaylen Dominguez
Senior Social Media Coordinator
Top Rank Boxing
Lyndsey Jacobs
Social Media Coordinator
Top Rank Boxing
Karla Figueroa
Social, TR Español
Top Rank Boxing
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