8-YEAR RELATIONSHIP ACROSS TWO RUGBY WORLD CUPS
GROWN ALL FAN CATEGORIES, DEMOGRAPHICS AND TARGET REGIONS
LAUNCHED TIKTOK, SNAP & WORLD RUGBY FILMS
Digital-first Multi-platform Approach For Rugby’s Governing Body
Create a digital strategy for the governing body and its ambition to connect with its fans, players and grassroots. With IRB’s transition into World Rugby use content and storytelling to drive this engagement.
A multimedia content and platform strategy that evolved from 2014 to 2020, taking in 2 World Cups. A digital-first approach saw the development of content strands that service the key fan clusters and addressable audience. These included Tier 2 regions (USA & Japan), Women’s Game & GenZ. Large volumes of globally sourced and produced content contributed to TV, Film and Digital output under an efficient production process.
With longer-form content serving core fans, Gen Z were targeted via emerging platforms such as TikTok & Snap. UGC & athlete stories were used to bring the grassroots into the story. The channels were heavily community managed to engage with the rugby community and fan channels so World Rugby was part of the conversations as opposed to be seen to be owning it.