Kim Clijsters was a former world number one tennis player who retired in 2007 to start a family. In 2009, she announced her comeback and won the U.S. Open that year, defeating Caroline Wozniacki in the final. To promote Kim's story and victory, Fila developed a social media strategy including a dedicated section on their blog, using Twitter for live updates during matches, creating a Facebook page for Kim that gained over 1,700 fans, and revising her Wikipedia page.

1. Kim’s fairytale
Kim Clijsters was the number one world tennis player: Still young, in 2007 decided to retire for create
a family. In March 2009 she announced her come back that took place on August 10 for the Cincinnati
tournament. On September 14, defeating the Danish Caroline Wozniacki, she has won the U.S. Open,
beating a number of record and excited the world.
To support the story of Kim and his victory, we has developed specific actions on the blog and on social
network.
Report
Fila Blog Twitter
We have created a section During the games,
accessible directly from the was used to make the
home page with a banner in live report. Different
flash. In the section there is interactions directly with
an index of posts published Kim and the profile of the
on the site, the “flash news” U.S. Open, to increase
and the list of resources on visibility.
the Web
>> http://www.filablog.it/speciali/kim-clijsters/ http://www.twitter.com/filaeurope/
Facebook Wikipedia
Once the Italian page was Italian Kim’s page on
opened were uploaded Wikipedia has been
pictures and informations completely revised:
dedicated to her career corrections to the text,
and her private life. This divided into paragraphs
page is supported by to increase readability,
advertisements (ADS). The the addition of information
page has over 1.700 fans from the come back on,
(update 20/01/10). On Fila’s inclusion of external links to
page has been included a flash banner and the Fila site and the Fcebook Italian page.
some re-directed to the page of Kim.
http://it.wikipedia.org/wiki/Kim_Clijsters
>> http://www.facebook.com/KimClijsters/
Images
Condition The smile Emotion final
Kim has shown excellent athletic Everyone were mpressed by the Great emotion to see Jada, the
condition, allowing her to play with perfect mix of competitive spirit in the daughter of Kim, with her during the
power and precision. field and sweetness outside of Kim. award