SERVICE
Digital & Creative Studio

YEAR
2021

CLIENT
SARU

BRIEF

Develop a low-frequency content strategy for the Carling Currie Cup as well as a CRM centred campaign that would unfold on both the Springbok and Carling Currie Cup pages as well as to measure the digital sponsorship value using our social listening and DVI tools.

RESULTS

A highly engaging and informative content strategy rolled out from launch to final, activating around identified moments within the weekly game cycle, supported by a successful CRM campaign which built user profiles of the existing social media audience. Valuation of the entire campaign as well as the value of online conversations through social listening which surpassed the valuation target by 600%.

WHAT WE DID

With the understanding of a new title sponsor being named for the tournament, we aligned with their communication strategy and identified key items that will drive mass digital sponsorship value and brought them to the fans in the digital sphere, driving conversation and mass awareness for the new title sponsor. Alongside this, a highly engaging fan-centric gamification experience was implemented to encourage fans to play and interact with the Carling Currie Cup in a never seen before manner, in turn, filling the void of not having fans in stadiums. Through this, we grew SARU’s CRM database and succeeded in our growth targets in a non-intrusive manner.