To strengthen the link with its licensees under the age of 18 on TikTok and recruit new judokas, the French Judo Federation has called on a content creator since March 2022.
GOALS
Seduce young graduates
After concentrating its communication on Instagram and Facebook, the French Judo Federation is launching on TikTok at the end of summer 2021. A communication strategy first built on the image, then on the editorial. “We were in a logic of energizing our federation in terms of image and then strengthening our link with our young judokas. Of our 450,000 licensees, 350,000, i.e. 78%, are under 18, that’s huge, but that’s what makes us unique», Raises Stéphane David, director of communication for the French Judo Federation. On TikTok, the “@francejudo” account brings together a community of more than 40,000 subscribers. Its launch at the end of August/beginning of September was also a means ofcapture a new audience and therefore recruit potential new licenseesfor the start of the 2021 school year, adds Okba Snoussi, community manager of the federation.
