analytics rfu
TRANSCRIPT
#CARRYTHEMHOMESOCIAL MEDIA CAMPAIGN OF THE RUGBY FOOTBALL UNION
“2015 will be a huge year for England Rugby and we want the whole nation to feel part of it”-England Coach Stuart Lancaster
A CREATIVE COMMUNICATIONS AGENCY THAT SPECIALISES IN SPORTS AND MUSIC
Reporting into RFU Head of Marketing Nic Fletcher and Brand Marketing Manager Karl Roche, The KINC developed the primary creative concept and delivered an integrated communications plan to drive awareness and engagement.
Campaign objectives
Galvanise the passion of England fans to help carry the team during Rugby World Cup 2015.
1. Broaden the focus and reach beyond game day
2. Mobilize existing fans 3. Engage with new fans
Week 3 Week 4 Game 5 0
2000
4000
6000
8000
10000
12000
Twitter Engagement Comparison between games and on gameday
Week 3 Week 4 Game 5 0
2000000
4000000
6000000
8000000
10000000
12000000
14000000
Twitter Reach Comparison between games and on gameday
Influencers
Facebook Engagement
1 2 3 40
50000
100000
150000
200000
250000
300000
Engagement between games during Six Nations Championship
Week
Number of Fans Engaged
Facebook demographicsTotal engagement by geographical location during the Six
Nations Championship
UKREST OF WORLD
Getting fans to engage with the brand
https://youtu.be/NEgAjOTDS2A
Song Competition Statistics
• 154 entries 4/3/2015• Top three entries had 393, 292,
and 230 votes, respectively• 542 total votes on all entries
Conclusion and Advice• Despite the RFU’s large number
of followers, they were unable to sustain engagement throughout the tournament between games
• Almost half of their engagements on Facebook were from outside their target area
• The singing competition has not taken off yet
• Lack of influencers spreading the message
• Encourage the players to become advocates (team captain with 100K
followers) = 0 Tweets about the campaign
• Find ways to target campaign to the right audience
• Run paid advertisements to spread the singing competition if there is budget for it, or get influencer to
spread the message• More frequent use of
#carrythemhome during “regular” posts