Shortly after the announcement of Federer’s retirement, we engaged our community to drive engagement on our social channel and leverage our highly engaged tennis fans’ community to create community-focused content showcasing Federer’s impact on tennis.

After prompting fans to describe Federer in this post, which generated 448K views, 46.4K likes, and 2,195 comments; I put together the carousel below to showcase the replies in a unique way. The post generated over 40K likes.

Upon seeing how engaged our audience was, we asked them to create short videos with messages for Federer.

After sorting through the video submissions, I put together a video that garnered 1,4M views, 15.1K likes, and 125 comments. The post was shared by Roger Federer which allowed us to amplify its reach.

This content allowed us to engage our audience in a participative way by having them be a part of the content celebrating Federer. By doing so, we showcased the love the tennis community has for Federer and his long-lasting legacy.

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