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TikTok SEA Growth Summit

Playbook

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TikTok SEA Growth Summit

Playbook

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TikTok SEA Growth Summit

Playbook

Global IP & Stories, Local Wins

From Rod Laver Arena to the For You Page

Presented by

BRIE STEWART

Director of Content,
Tennis Australia

Tennis Australia is one of TikTok's key partners across APAC. This segment was delivered by Brie Stewart, Director of Content at Tennis Australia.

Her team looks after the Australian Open, but also works to promote tennis across the country. Their goal is simple: get more people to pick up a racket, get to know our players, and tune in to watch tennis, whether on TV or online.

Going from Rod Laver Arena to the “For You” page, reaching over a billion views in 2024.

It’s about using world-class tennis but also tapping into culture.

Going from Rod Laver Arena to the “For You” page, reaching over a billion views in 2024.

It’s about using world-class tennis but also tapping into culture.

Our objective is to

Our objective is to

Bring the Australian Open to fans everywhere, not just those in Melbourne.

Bring the Australian Open to fans everywhere, not just those in Melbourne.

We want people at home to feel like they’re there, following every moment through their phones.

We want people at home to feel like they’re there, following every moment through their phones.

Compared to other slams like the US Open, French Open, and Wimbledon, we face a unique challenge: Australia is far from everywhere, with fewer demographics to pull from.

Compared to other slams like the US Open, French Open, and Wimbledon, we face a unique challenge: Australia is far from everywhere, with fewer demographics to pull from.

That’s why TikTok is so important, it’s our fastest growing platform and helps us reach new audiences. At one point, we were the biggest TikTok account among the slams, which was a huge deal for us.

That’s why TikTok is so important, it’s our fastest growing platform and helps us reach new audiences. At one point, we were the biggest TikTok account among the slams, which was a huge deal for us.

The Australian Open lasts three weeks, but we have to keep audiences engaged all year. That means repurposing old clips, filming around Rod Laver Arena, and staying relevant between tournaments.

In 2024, we hit one billion views outside of the Australian Open. During AO 2025, we reached 590 million views across 652 pieces of content, significantly higher from the previous year. Across all channels, we hit two billion views.

1B+

views in 2024

590.2M

views 652 pieces of content. Increase from 461.6M in 2024

2B+ Views

Combined channel views from AO

30% of Views

over the AO

A Challenge

We Faced

But not everything went smoothly. By the end of week one of AO 2025, impressions were down 40% despite producing more content. Panic mode.


The issue? We skipped our traditional exhibition match featuring stars like Novak Djokovic and cricket players. Without it, we lost a big engagement spike. So, we had to adapt—fast. I told my team of 45 content creators that we needed to think like TikTok creators: increase volume, chase trends, and create meaningful, engaging content.

“

“

TikTok Trends

TikTok Trends

We leaned into TikTok trends, sounds, and viral moments, while making sure tennis stayed at the core. We collaborated with celebrities, creators, and even staff members.

“

“

“

“

Celebrities &

Creators

Surprisingly, one of our top-performing posts was simply a clip of Liam Hemsworth, Jackie Chan, and others watching tennis. 15 million views just from their heads moving in sync.

“

“

“

“

Viral Match

Moments

A feather on court, a slip during play, a great rally between Sinner and Rune, each became huge content drivers, some with over 20 million views. Other hits included Iga Świątek talking about Taylor Swift, Alcaraz meeting a ball kid, and Eva Lys’s reaction to learning her prize money. These small, authentic moments kept fans hooked.

“

“

“

“

Special Mentions

“

“

By week two, thanks to these efforts, our numbers turned around.

On some days, TikTok alone drove

By week two, thanks to these efforts, our numbers turned around.

On some days, TikTok alone drove

47–50M views

47–50M views

In the end, we exceeded our goals by 35%, despite the shaky start.

In the end, we exceeded our goals by 35%, despite the shaky start.

“

TikTok Trends

We leaned into TikTok trends, sounds, and viral moments, while making sure tennis stayed at the core. We collaborated with celebrities, creators, and even staff members.

“

“

Celebrities &

Creators

Surprisingly, one of our top-performing posts was simply a clip of Liam Hemsworth, Jackie Chan, and others watching tennis. 15 million views just from their heads moving in sync.

“

“

Viral Match

Moments

A feather on court, a slip during play, a great rally between Sinner and Rune, each became huge content drivers, some with over 20 million views. Other hits included Iga Świątek talking about Taylor Swift, Alcaraz meeting a ball kid, and Eva Lys’s reaction to learning her prize money. These small, authentic moments kept fans hooked.

“

“

Special Mentions

“

By week two, thanks to these efforts, our numbers turned around.

On some days, TikTok alone drove

47–50M views

In the end, we exceeded our goals by 35%, despite the shaky start.

Key

Takeaways?

1

Build a team that loves content and understands TikTok culture.

1

Build a team that loves content and understands TikTok culture.

1

Build a team that loves content and understands TikTok culture.

2

Lean on your people, even staff like court cleaners can create viral posts.

2

Lean on your people, even staff like court cleaners can create viral posts.

2

Lean on your people, even staff like court cleaners can create viral posts.

3

Embrace the platform’s unique tone, collaborate with creators, and always balance fun with awareness of risk.

3

Embrace the platform’s unique tone, collaborate with creators, and always balance fun with awareness of risk.

3

Embrace the platform’s unique tone, collaborate with creators, and always balance fun with awareness of risk.

4

Some trouble is good, but bad trouble should be avoided.

4

Some trouble is good, but bad trouble should be avoided.

4

Some trouble is good, but bad trouble should be avoided.

And, that's it!