Digital Strategy + Social Media Community Management + Content Creation + Live Event Social Media + Creative Studio + Data-Driven Insight + Paid Media
The Rugby World Cup set out with bold and ambitious goals to use the tournament to ensure the sport exploded into a brand-new market, reaching beyond rugby’s historically limited boundaries to young, non-traditional fans in developing markets.
We managed the creative, content, digital and social media communications pre, during and post the Rugby World Cup (RWC) 2019 across English, French, Spanish & Japanese. We executed a full creative and design overhaul of the RWC social media & content plus we introduced a humorous and witty TOV.
This was the most engaged RWC in history, with 6x more social media views than the 2015 tournament.
In total, there were 2.1bn organic video views, at a 6% engagement rate, including 600m+ minutes of organic non-live video watched.
The accounts saw unprecedented growth, with 1.8m new followers gained across all channels, an increase of 15.6%. The Japanese channels grew by 128%, gaining 337k new fans during the tournament.
The new generation was definitely inspired. Young audience targets (aged 13-24) were exceeded, hitting 36% on Instagram, 28% on YouTube and 16% on Facebook.
The globe’s third biggest sporting event, we worked with World Rugby to create a unique and innovative content strategy for the 2019 Rugby World Cup and deliver best-in-class content to attract new fans to the sport.