Badminton World Federation (BWF)
Project Overview:
In 2024, the Badminton World Federation (BWF) partnered with Skroller to launch its TikTok channel, creating a dedicated presence on one of the world’s fastest-growing social platforms.
While badminton already enjoyed a large and highly engaged audience across Asia, particularly in Indonesia, Japan, Korea, and Malaysia, BWF’s social activity was primarily concentrated on Instagram and YouTube.
Skroller was tasked with creating a channel capable of attracting new audiences, maintaining relevance throughout the year, and establishing a distinctive voice within the global badminton community.
The Activation:
Skroller developed and launched a TikTok-first content ecosystem for BWF, combining premium match content with creator-led storytelling and always-on publishing.
Operating from Europe while coordinating production and contributor resources across multiple markets, the team built a scalable workflow capable of delivering consistent daily output throughout the badminton calendar.
The strategy was based on three key principles:
Platform-native content
Rather than treating TikTok as another distribution channel, content was developed specifically for the platform. Match highlights were packaged for rapid short-form vertical video consumption, while creators and athletes brought personality, context, and authenticity to the channel.
A 365-day publishing model
Badminton’s global calendar includes both major tournaments and quieter periods. To maintain momentum year-round, Skroller implemented an always-on content strategy that ensured fans had something to engage with every day, regardless of the competition schedule.
Creator and athlete storytelling
A global network of athletes and fan creators became a central part of the content mix, helping the channel build stronger emotional connections with audiences. Contributors were supported through Skroller’s storytelling guidance and content development framework, ensuring a consistent standard while preserving their own voices.
Audience Impact:
The channel exceeded all growth targets and quickly became one of the leading badminton destinations on TikTok.
The Strategy:
All growth was achieved organically, demonstrating the strength of the content strategy and the audience appetite for storytelling around the sport. The success of the channel came from combining the best of official coverage with the authenticity of creator-led content.
Premium match moments provided the excitement fans expect from elite competition, while athletes and creators added the personality, perspective, and human stories that drive engagement on TikTok. It was this mix that proved crucial for the success of the project.
For many international federations, the challenge is balancing authority with connection. By placing creators and athletes at the centre of the content strategy, BWF was able to build a channel that felt less institutional and more integrated with the communities it serves.
The result was a sustainable audience growth model that transformed TikTok into one of BWF’s most successful social platforms.