Media and marketing partner Tulp Hoofdklasse
Client: Tulp Hoofdklasse
Services
Concept & Strategy
Content & Production
digital Advertising
Social Media Management
The results
views
40M +
Instagram followers
20K +
Reach
7.5M +
As the media and marketing partner of the Tulp Hoofdklasse, the world's best hockey league, we're incredibly proud of the explosive growth we've achieved on social media since the start of the 2024/2025 season! Thanks to strong collaboration and a new strategy, we're seeing unprecedented growth on social media. From increasing visibility to building an engaged hockey community – the results speak for themselves.
After winning the pitch in July 2024, we immediately shifted into high gear. With the start of the new season in September as a hard deadline, we quickly rolled out a completely new media and marketing strategy for the Tulp Hoofdklasse. In collaboration with Viaplay, Southfields, the KNHB, Hockey.nl, and Joost Galjart on behalf of the HHcv, we rebuilt all digital channels—from social media to the website and app—from the ground up.
Content strategy: real-time, relevant and qualitative
One of the key pillars of the new strategy is creating real-time content. Thanks to live clipping, we're bringing match clips to social media at lightning speed, allowing fans to experience the action on the pitch almost instantly. Sports consumption has changed; linear television is no longer the only channel. Fans expect updates, highlights, and experiences on their favorite platforms – and we deliver.
We've also focused on new, high-quality content formats, including the "Hero Hub." We're also introducing "Match of the Week," adding an extra layer of immersion to the weekend's biggest match through sideline content and live updates. Highlights and interviews are shared weekly on the YouTube channel, ensuring no fan misses a thing.
Social: platform-specific and community-first
We use a unique approach for each social platform, tailored to the best tone of voice, content type, and timing. Our strategy isn't just about broadcasting, but also about connecting. Community management is therefore a key part of our approach – we want to engage in conversation, listen to fans, and strengthen interaction.
First results: strong start with great impact
The first months immediately show that the new approach works:
- 🎯 Annual target of 1 million views achieved within 3 months
- 📈 Organic growth of more than 200% on 3 out of 5 social channels
- 🔥 Multiple viral posts on TikTok and Instagram, with more than 1 million views en 20.000+ interactions by mail