The Challenge
Launch an all-new Instagram account for UFC fans in Australia and New Zealand with content that’s targeted specifically to the region, is unique when compared to @UFC, and consider the drastically different timezones.
The Solution
Create content with an ANZ lens that heavily features athletes from the region, local events / broadcasts with specific CTAs, and a tone of voice that resonates with fans down under.
In addition, focus on unique content outside of what’s used on the @UFC global account to give fans a new, fresh account to follow.
The Results
In less than two years the account grew to 1m+ followers, is growing at an exponential rate, and is now on par with the following of other major sporting codes in Australia and New Zealand.