At Ljubljana Tourism, the "Volleyball on the Ljubljanica" event was recognized as having a great potential for a successful promotional campaign, which they implemented in cooperation with Dunking Devils Studios on the TikTok platform. The Extrem agency, which is behind the conceptual design of the project, has a reputation of bringing events to Ljubljana that represent not only innovations on Slovenian soil, but also on a global scale. "The winning combination of innovation, audacity, uniqueness and spectacularity in a single shot of an event on a floating platform in the river in middle of the city and a relaxed, fun network that excites young people around the world won us two awards and brought us invaluable promotion of Ljubljana, Slovenia and sports," pointed out M.Sc. Petra Stušek, Director of Ljubljana Tourism.
In less than one day, more than seven million people watched the video of the spectacle on Ljubljanica on the @visitLjubljana TikTok profile, and then more than 38 million in a week. By the end of last year, the post had more than 53 million views, 6.5 million likes, more than 38,000 comments and 157,000 shares. The video was saved by 444,000 users. Almost half of the visits were from the USA, followed by Germany, Mexico, Brazil and Great Britain. The clip was shared by world-renowned sports programming networks, television stations and websites such as ESPN, TSN, Bleacher report, Whistle and others. The video was also shared by the official TikTok profile of the Olympics. In the same month, Tourism Ljubljana launched an additional video of the spectacle, in response to a follower's comment. The latter became the most viewed clip on @visitljubljana's TikTok profile. The post received over 73 million views, 3.2 million likes and over 8,000 comments.
The video brought an extraordinary promotion to Ljubljana and furthermore - not only to the capital but also to the country and sports. According to a rough estimate, its media value exceeds 1,000,000 euros. The outstanding numbers prove that a successfully used social network can be an excellent recipe for strengthening a brand's reputation and international visibility.