CLIENT
SA Rugby
SERVICE
Content / Entertainment
YEAR
2021
BRIEF
Tasked with controlling the digital conversation and increasing awareness, engagement and match day coverage for the Castle Lions Series between the Springboks and the British & Irish Lions.
Moonsport partnered up with SA Rugby and the Springboks to deliver the most impactful and engaging social media takeover of a British & Irish Lions Series to date.
RESULTS
Over the period of a three-month and publishing over 1800 posts across SA Rugby’s social channels we were able to achieve mass awareness, engagement and growth along with delivering on digital-firsts within the SA Rugby ecosystem such as Instagram Lenses,
matchday GIFs and behind the scenes content to the rugby world.
One of the most successful digital and social media sports campaigns to take place in the Southern Hemisphere/African content. In over two months:
– 145M eye-balls
– 70K new fans
– 11.5M video views
WHAT WE DID
By managing the narrative of the Springboks with SA Rugby from tournament comms and breaking news, to match day coverage and content from the biosecure bubble. This allowed us to deliver on a high frequency social media strategy that was focused on tournament awareness, fan growth and a digital first activation allowing for fans to show their support from around the country by launching an interactive selfie lens.
Through strategy and partner collaboration we were able to implement a first for SA Rugby that enhanced their social and digital media presence, while delivering jaw dropping content designed to create awareness, engage and resonate with current and new audiences.
NUMBER OF POSTS
1819
ENGAGEMENT RATE
6.3
IMPRESSIONS
137883958
VIDEO VIEWS
11207094
(NET) AUDIENCE GROWTH
64583
