On May 6th, 2024, Naoya Inoue stepped into the Tokyo Dome for what was expected to be the crowning moment of his career. The fight against Luis Nery marked the first boxing event held at the iconic venue since Mike Tyson in 1990, with 55,000 fans in attendance and millions more watching around the globe. Inoue, hailing from Zama, Kanagawa, Japan, was poised to solidify his status as one of boxing’s all-time greats. However, for Top Rank Boxing’s social media team, the event came with a unique set of challenges that threatened to overshadow the celebration.
Challenges Faced:
In Tokyo, a single team member, armed with a DSLR camera, was positioned on the ring apron, ready to capture every pivotal moment. This setup limited mobility but ensured high-quality, video content would be captured and immediately sent back to the team in the US. Meanwhile, remotely, three account managers provided live updates across platforms while two video editors worked tirelessly to craft social-ready highlights in real time.
Across platforms, the team leaned into a bold, urgent approach, understanding that timing was critical with U.S. audiences just waking up. With Naoya Inoue scheduled to fight at 8:00 AM ET, every post aimed to command attention, encouraging fans to tune in immediately. Starting with Inoue's walkout, every post was written in all capital letters, reflecting the intensity and anticipation of the moment. This energy reached its peak in round one when Inoue, shockingly, was knocked down.
As Naoya Inoue's promoter, the team faced an interesting challenge. "Do we show the knockdown?" Traditionally, boxing promoters shield their stars from negative moments. But Inoue is not like other stars and for the social team, they weren't going to treat this like a negative. They were going to treat it as a way for Inoue to prove his final doubters wrong. The team wasted no time, posting, "DOWN GOES INOUE. DOWN GOES INOUE." For the team, this moment was treated not as a setback but as a shift in the narrative—a dramatic turning point where coronation gave way to what the heart of a champion truly is. The hunter had become the hunted, and the fight was on.
As a final layer to the coverage, the Top Rank social media team ensured that Japanese fans, despite the geoblocking restrictions, remained connected to the event. By focusing on non-fight action content, the team crafted a strategy that highlighted the electric atmosphere and celebrated Naoya Inoue's eventual historic win. Hand-raise videos, post-fight interviews, and striking winner graphics were paired with high-quality photos capturing the emotions of the moment. This approach not only respected the broadcast limitations but also allowed Japanese fans to feel the gravity of the event through visually powerful and celebratory content tailored just for them.
A Record-Breaking Fight Day on Top Rank Platforms:
Global Attention:
The success of the campaign was a testament to the ability to adapt, think creatively, and maximize every available resource. By focusing on storytelling and adapting in the moment, the team was able to turn multiple problem areas into a record-breaking morning.
