Increasing participation and bringing back a sense of fun
Social table tennis
Client/Partners: English Table Tennis Association (ETTA), Facebook, and Sport England.
As part of a national campaign to grow grassroots sports participation, the ETTA needed to attract new players beyond existing table tennis enthusiasts. Working with Facebook and Sport England, the goal was to leverage a social-media hub to increase engagement, build community, and lower barriers to play.
My role
Head of Media & PR — led strategy, campaign planning, content creation, and activation across digital and real-world channels.
Strategy & research
Audience analysis to identify non-traditional players
Behaviour-change framing: social, fun, and accessible play
Benchmarking comparable campaigns to inform engagement tactics
Campaign definition & creative direction
Defined campaign concept: “Bring the game to the people”.
Shifted focus from competitive play to informal, social experiences.
Designed the hub to centralize resources: social toolkits, content sharing, and promotional materials.
Integrated digital and real-world touchpoints
Implementation & Execution
Placed branded tables across student unions and social venues.
Produced social media content, promotional materials, and a viral video (with Karmarama).
Managed launch event at King’s College London with Fred Perry.
Ran informal games, social nights, and student-led content challenges.
Coordinated partnerships with Facebook and Sport England.
Key tasks performed
Strategy development
Campaign management
Stakeholder management
Event planning
Content creation
Media management
Successfully engaged a new audience who were not actively participating; other sports focused primarily on existing players.
Built a community around the sport and the Facebook Sports Hub through informal social play.
Positioned table tennis as an accessible, fun, and social sport, rather than just competitive.
Increased platform engagement and user-generated content participation.
Distributed branded tables and resources to universities across England to sustain ongoing play.
The outcome
