The Challenge
The Professional Squash Association (PSA) was looking for a way to help promote its brand and grow the popularity of squash worldwide. It also needed to maximize social media as a marketing channel for its owned and operated OTT platform, Squash TV.
To do this, its marketing and content team needed a solution that allowed it to scale its social video production and distribution capabilities to reach audiences on each social platform. This included delivering highlights from its showpiece events in real-time, brining fans closer to the action.
The Solution
PSA delivers real-time highlights and live broadcasts across all of its social channels using Grabyo Studio. Built on AWS technology (EC2, S3 and MediaConvert), Studio is the fastest live clipping platform for distribution highlights.
PSA reaches squash fans at the right time on the platform they prefer. Whether it’s a great rally or winning shot, squash fans can access every moment. PSA also uses video content to drive subscriptions to its OTT platform, SquashTV. Using graphic branding and CTAs, PSA uses video marketing to generate interest in its paid offering.
The Results
PSA created a video workflow that allows its teams to collaborate from anywhere, creating content for each channel in real-time. It was able to execute a consistent video strategy and deliver high-quality video highlights, optimized and delivered to Twitter, Facebook, Instagram and TikTok.
This led to PSA achieving 238% growth in social media followers over 12 months, with match highlights published through Grabyo generating over 1.6 million views.
When PSA began live streaming on TikTok, 65% of its viewers weren’t followers of the brand, discovering PSA content for the first time and growing awareness of the sport and brand.
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