Lausanne, Switzerland


The International Skating Union (ISU) is thrilled to announce that its #UpAgain campaign has won the “Best Specialist Campaign” and also won silver for “Best Use of Social Media” in the 2022 International Content Marketing Awards.



The Awards, organized by the Content Marketing Association (CMA), recognize the very best content marketing campaigns, strategies, teams and individuals in the world of content creation on an annual basis. This year has showcased fierce competition among the nominees, who have been presenting exceptionally rich and innovative content creation work as pointed out by the judging panel of the Association. To handle this large variety of organizations entering the contest from more than 30 countries across the world, a record number of 140 judges and leading marketing experts took part in this 2022 edition to discuss each and every entry at length.

"UpAgain was an incredibly ambitious campaign. It tells a truly beautiful story from clear KPIs to creative execution to super tangible results. It's clear to see the success of the campaign from start to finish." Said Caterina Cestarelli, one of the CMA judges.

The #UpAgain campaign:

The ISU entrusted Redtorch, a research, digital & creative agency for its #UpAgain campaign which celebrates the unbreakable spirit that drives athletes to compete on ice. We identified that skaters and fans engage on average in 50,000 social media conversations a year about the pain and fear of falling on the ice. In response, we created #UpAgain, a campaign dedicated to inspiring skaters to share their personal experiences and overcome their challenges on and off the ice.

#UpAgain has become part of skating culture and is recognized and used by fans and athletes around the world.

The goal for the #UpAgain campaign was to bring ice skating sports at the center stage and be part of the top winter sports on social media by the end of the Beijing 2022 Olympics.

The ISU focus lay in giving a personal tone to its campaign by telling the athletes’ remarkable stories and highlighting their talent as they competed to get #UpAgain on the podium in Beijing.

To enhance the campaign’s reach globally but also locally in China, the ISU partnered with multiple agencies including a social media Chinese agency with the goal to customize the content for the host nation.

The result was unprecedented levels of engagement from the community who loved the activation.

By the end of the Beijing 2022 Olympic Winter Games the data showed great results:

  • Top of the winter sports leaderboard in social media engagements

  • +204% increase in social media engagements in comparison to the 2018 Olympics

  • 3M engagements across all ice skating disciplines

  • 30% more engagements than the average winter sport in Beijing

  • First in social media new followers

  • 65k new followers

  • 3M increase in social media followings compared to the 2018 Olympics

  • 4 times more new followers than the closest competitor

  • 1 winter sport on Weibo

Further information on the #UpAgain campaign is available here.

The International Content Marketing Awards follows a rigorous judging process led by independent content marketing experts, who select the very best examples of content marketing to win an Award after two rounds of judging. The winners of the 2022 International Content Marketing Awards were announced in a virtual live ceremony. The ceremony can be watched on demand here.

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