ENGAGING WITH 18-34 YEAR OLD GLOBAL RUGBY FANS
Canterbury wanted to leverage their long-term sponsorship with England Rugby and build on the success of our 2017 #RugbyFit Experiment to connect with a global audience of 18-34 year old rugby fans. As a result, we created the #RugbyFit Pre Season Tour – a six week online content series that culminated with the first ever influencer rugby match at Twickenham.
To ensure the campaign reached and engaged all types of rugby fans, the brand not only leveraged their long-term England Rugby partnership to access international rugby stars, but Canterbury built new relationships with 10+ specialist fitness and wellbeing influencers to bring to life the intrinsic values that push players to be at their best. Over the six weeks, this specialist team of coaches and trainers came together to transform the fitness of two teams from England and Ireland, further demonstrating the brand’s commitment to grassroots rugby. The activity captured the attention of global fans watching online and culminated in a never-been-done-before influencer pitch activation at Twickenham.
With a 20% increase in engagement from the 2017 #RugbyFit campaign, Canterbury connected with a global audience of 2.65M 18-34 year old rugby fans, driving 15,558 extra click-throughs to Canterbury.com and generating a 61% uplift in sales.