Roland-Garros: Leading TikTok’s No. 1 Grand Slam
Mission
For the third consecutive year, Roland-Garros entrusted Samba Digital with the full management of its TikTok account over the three weeks of the tournament, from qualifying to the men’s final. The brief was twofold: keep feeding a global audience with the reactive, fast-paced content that made Roland-Garros TikTok’s leading Grand Slam, and, for the first time this season, open a new front by creating dedicated content for the LATAM audience.
Approach
Our team operated on-site and remotely with a single editorial engine running two output streams:
- Global feed, daily rhythm. Reactive match clips, player personality moments, behind-the-scenes storytelling and trend-led formats published throughout the day to stay at the pace of the tournament and of the platform.
- LATAM geofenced content. A dedicated stream in Spanish and Portuguese, built around Latin American players, regional codes and local humour, and served to the LATAM audience through geofenced publishing so that global followers saw one Roland-Garros while Latin American fans saw theirs.
- Short clips first. Every asset was designed as a native short-form video: vertical, hook in the first second, sound-on, captioned, and cut to travel beyond the tennis community.
- Real-time optimisation. Daily performance reads on views, follower growth and engagement to double down on the formats and players that were working.
Results
Over three weeks, the Roland-Garros TikTok account delivered:
- 700M video views
- 33M engagements
- 800K new followers
- 662 videos published
Following this edition, Roland-Garros remains the No. 1 Grand Slam on TikTok in video views, audience growth and impressions.
Three years in, this performance confirms Samba Digital’s ability to run a major event’s flagship social channel at tournament pace, while adding a localised layer, here LATAM, that turns a global audience into distinct, addressable communities.
@rolandgarros Forever on the Court Philippe-Chatrier 😍🇪🇸 #RolandGarros #sportstiktok #Nadal #tennis #legend #Tribute @Rafael Nadal ♬ الصوت الأصلي – ban story
