Championing Digital Innovation: How Webfries Transformed India’s Paralympic Story at Paris 2024
Overview
Client: Paralympic Committee of India (PCI)
Campaign: Paris Paralympics 2024
The Paralympic Committee of India (PCI) entrusted Webfries, a leading digital marketing agency in Gurgaon, with the monumental task of amplifying India’s presence at the Paris Paralympics 2024. As the official digital partner, Webfries was responsible for crafting and executing a comprehensive social media strategy that would not only elevate the visibility of India’s para-athletes but also inspire a nation and engage a global audience.
The campaign spanned across multiple digital touchpoints, including social media management,, real-time content distribution, athlete storytelling, and performance-driven engagement strategies. The goal was to create a seamless, immersive, and emotionally resonant digital experience that would celebrate the triumphs of India’s para-athletes while fostering a deeper connection with fans worldwide.
Breaking Barriers: What Stood in Our Way
Real-Time Content Accuracy
- The Paralympics is a fast-paced, multi-sport event with events occurring simultaneously across different time zones. Delivering real-time updates, medal announcements, and athlete stories without delays or errors was critical.
- Balancing speed with accuracy to ensure credibility and avoid misinformation.
Diverse & Multilingual Engagement
- India’s audience is vast and diverse, with varying levels of familiarity with para-sports. The campaign needed to resonate with both hardcore sports enthusiasts and casual viewers.
- Catering to a multilingual audience (Hindi, English,) while maintaining a consistent brand voice.
Authentic Storytelling
- Para-athletes often have deeply inspiring journeys, but telling their stories authentically without veering into tokenism was a delicate balance.
- Securing approvals for real-time content, especially post-victory reactions and interviews, required meticulous coordination.
Technical & Stakeholder Coordination
- Ensuring seamless integration between the PCI website and social media platforms for real-time updates, live medal tallies, and event schedules.
- Handling high traffic volumes during peak moments (e.g., medal wins) without compromising website performance.
Aligning Stakeholders in a High-Stakes Ecosystem
Coordinating with PCI, SAI, athletes, coaches, sponsors, DD and the Jio teams to ensure brand consistency and compliance with guidelines.
Great stories aren’t just told; they’re delivered at the right moment, in the right voice, to the right audience. Overcoming barriers of time, language, and scale, Webfries turned challenges into opportunities, making India’s Paralympic journey a digital triumph.
Solutions & Execution
Agile Social Media Command Center
- Webfries established a 24/7 social media command center with a dedicated team to ensure round-the-clock coverage.
- Leveraged advanced tools like Sprout Social and Hootsuite for real-time monitoring, trend analysis, and crisis management.
- Pre-designed templates for medal announcements (gold, silver, bronze) allowed for rapid updates within minutes of official confirmations.
Athlete-Centric Storytelling
- Launched the “Road to Paris” series, a collection of mini-documentaries highlighting the journeys of India’s top para-athletes. Released biweekly in the lead-up to the Games, these videos garnered millions of views and shares.
- Collaborated with athletes, allowing fans to interact directly with their heroes.
- Post-victory content included personalized graphics, video reels, and heartfelt messages from athletes, creating a sense of intimacy and connection.
Multilingual and Inclusive Content
- Developed content in Hindi and English to cater to India’s linguistic diversity.
- Incorporated closed captions and alt text for all videos and images, ensuring accessibility for all users, including those with disabilities.
- Launched the #Cheer4India campaign, encouraging fans to share their support for the athletes using the hashtag. The campaign went viral, with thousands of user-generated posts flooding social media.
Real-Time Engagement and Crisis Management
- Monitored social media channels 24/7 to respond to fan queries, address concerns, and manage any potential crises.
- Created a dynamic content calendar with pre-scheduled posts for predictable events (e.g., opening ceremony, medal events) and reserved bandwidth for spontaneous moments (e.g., unexpected victories, emotional interviews).
Success in the digital age is not just about strategy—it’s about speed, storytelling, and seamless execution. From real-time updates to heartfelt athlete moments, Webfries turned engagement into impact, ensuring every victory was celebrated beyond the podium.
Impact & Results: That Went Beyond Numbers
Social Media Growth
- 12.6M impressions during the Games; 3.2M engagements (likes, shares, comments).
- Viral moments: Gold medallist Sumit Antil’s victory post (Million views in 4 hours) and behinds the scenes playing having fun and chill.
Website Performance
- 4.8M pageviews (3x higher than Tokyo 2020).
- 62% traffic from organic searches for “India Paralympics updates.”
Sponsor ROI
- Partner logos garnered 8.7M cumulative impressions, driving a 34% uptick in sponsor inquiries post-event.
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