Establish and grow a Twitter channel from scratch for one of the world's biggest racing organizations in the Hong Kong Jockey Club, focused on the promotion of Hong Kong racing in North America. The HKJC has arguably the best racing product in the world, and the North American market is an important one for them with massive upside in terms of potential audience.
Utilizing our core video creative team and our internal knowledge of the Hong Kong racing product in terms of participants, plus our understanding of what can appeal to the wider North American racing audience, BOC has established a good mix of both informative and engaging content to kickstart the @HKRacingUS channel.
Starting a Twitter handle from scratch is an extremely challenging task and consistency is key, so with that in mind, BOC formulated an always on approach, including live coverage, and this has resulted in some quality growth of the channel, particularly amongst other higher profile Twitter accounts with engaged racing audiences. With almost 1000 followers organically grown, the Twitter handle now has a solid foundation to continue to engage North American racing fans with the HKJC brand and their amazing racing product.