Case Study 13 / LinkedIn Content
3.5 million impressions in five days by turning live cricket into content
During IPL 2023, every match became a live content brief: spot the moment, turn it into a Reel while it is still live, and ride the trending tags. Over five days the Reels earned 3.5 million+ impressions and 1,200 new followers.
Earlier work: led by Clarafold's founder at a fantasy sports app, before founding Clarafold. The company's name is withheld; figures come from the platform's own analytics, and claims that could not be verified are left out.
- Reel impressions in five days
- 3.5M+
- new followers in the same five days
- 1.2K
- sample Reels documented
- 4
01 · Client
Fantasy sports app
Consumer fantasy-sports app where cricket fans trade 'stocks' of players, competing for attention around the IPL. Name withheld.
The challenge
During the IPL every brand posts about cricket. Attention is enormous but brief, and a small brand's scheduled content is invisible next to live match moments.
02 · System
What existed before.
- Content planned in advance, disconnected from what was happening on the pitch
- A follower base too small to carry organic reach on its own
03 · Intervention
What was built and run.
Watched for the moment
Stunning catches, wickets and boundary blitzes, alongside real-time trending tags and engagement on IPL content.
Shortened the path from moment to post
Worked with the in-house content creators to turn moments into Reels while they were still live.
Packaged for discovery
Trending IPL hashtags, wordplay and captions written to be shared.
04 · Outcome
What changed.
3.5M+ impressions and 1,200 new followers in five days, from organic Reels, per Instagram insights.
05 · Lessons
What we would tell you.
- Speed is a strategy. A moment is worth most in its first hours.
- The same muscle works in B2B. A regulatory change, an incident or an industry report is a B2B 'moment'. The maritime newsletter in case study 03 runs on the same idea.
Put It To Work