RAISING THE PROFILE OF UNDERVALUED PRODUCT
The third tier of professional rugby in Australia: the National Rugby Championship (NRC).
Fundamentally important to the development of talent in the country but the competition struggled to engage the rugby community.
The Product
NRC rebrand: changing the product focus from ‘the rugby’ to ‘the fan’.
New tagline, new look & feel, improved match-day interactions, greater social presence.
The CRM strategy was paramount to engaging the rugby community.
ATL was tight but targeted, pushing the ARU boundaries, including the first Social Influencer engagement.
The Execution
Fan awareness of digital presence increased 15% yoy. Whilst the email campaign earned a 40% increase in unique clicks.
The influencer campaign total reach was 781,500, achieving a 12% engagement rate.
