Lesotho Sky – becoming part of the story we tell

Lesotho Sky – learning to speak “Gnarly”

This was our first gig in the sporting scene. It started with Ian on his brand new Momsen 29er hardtail, huffing and puffing up to the Blockhouse on Table Mountain. While meeting his maker, he also met Christian Schmidt, one of the “makers” of the Lesotho Sky stage race. It was months before the race. We were invited to take part on media entry. Neither Christian and Darol, (or us), had a clear picture of what our responsibilities will. Something in the line of “We’ll handle your social media during the event”. (While riding a 350km stagerace with 10000m elevation in the mountains of Lesotho at high altitude!)

Like most yearly sporting events, their social media data showed a lot of buzz during the race and when they did the odd “entry promotion”. Apart from that, the digital communications was unstructured personal accounts of their behind the scenes experiences of life in Lesotho and their activities leading up to start of the event. We aimed to give structure to their amazing story.

This journey has been a fantastic learning curve. It’s been about growing with the account, just as much growing the account itself.

Our official work on their account started with a 10 day countdown before the 2015 race. With access to all their social media platforms (FB;Twitter;Instagram) we used Buffer to upload as many scheduled content as possible. Of utmost importance was to get the distinct Lesotho Sky lingua franca right to the tee. (It basically meant using the words “gnarly” and “stoke” quite often.)

This journey has been a fantastic learning curve. It’s been about growing with the account, just as much growing the account itself.

The key to the success of Lesotho Sky’s digital communications, is keeping it close to the people behind the brand. It’s about creating a tribe, more than followers. It’s about finding fellow mountainbike enthusiasts, rather than an audience. It’s about speaking to real people who love their brand – people who we have come to know, rode a stage race with and shared a Maluti Lager with.

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