CLIENT
SA Rugby
SERVICE
Content
YEAR
2021
BRIEF
Own the Carling Currie Cup conversation by driving mass engagement and awareness that will allow for mass participation from players, teams and fans alike. As well as delivering the digital sponsorship value for Carling using our Digital
Valuation Indexing tool.
Moonsport was chosen for the task to lead the digital strategy, ideation, creation and implementation of an innovative and first social media campaign in domestic rugby content – In turn the Carling Currie Cup 2021 was born.
RESULTS
For the first time the Carling Currie Cup had its own voice and owned the narrative of the tournament in the social sphere.
Over the duration of the tournament we delivered on:
– 5 X the desired sponsorship value
– 13.5M eye-balls
– Virality of domestic rugby content
WHAT WE DID
Moonsport delivered a high frequency engagement first strategy that was focused on creating interaction from players, teams and fans through reactive content types like memes, pop-culture narrative posters and a viral-fishing video strategy. All allowing the Carling Currie Cup to drive the narrative of the local tournament on social media for the first time, while delivering on the digital sponsorship value.
By developing and implementing an engagement first strategy that focussed on interaction from the fans and players alike. We were able to bring the players, fans and teams into the spotlight through the effective use of high frequency hygiene, hub and hero content for the Carling Currie Cup.
NUMBER OF POSTS
1316
ENGAGEMENT RATE
4
(3.5% but rounded up)
IMPRESSIONS
13247103
VIDEO VIEWS
2047785
AUDIENCE GROWTH
35
6694
