New Zealand Rugby
New Zealand Rugby partnered with WePlay to develop a launch and activation strategy for NZR+, their new OTT platform, ahead of the 2023 Rugby World Cup.
New Zealand Rugby
New Zealand Rugby partnered with WePlay to develop a launch and activation strategy for NZR+, their new OTT platform, ahead of the 2023 Rugby World Cup.
New Zealand Rugby digital content, social media and marketing previously worked separately, resulting in a fragmented approach to planning organic and paid content. WePlay was, therefore, tasked with developing and implementing a growth marketing strategy, and social media strategy development to tie everything together and launch NZR+.
We developed an overarching growth strategy aligning paid and organic channels with an initial focus on key domestic and international audiences, using the 2023 RWC as a key moment of interest.
As part of the NZR+ launch, New Zealand Rugby’s latest OTT platform, WePlay crafted a comprehensive campaign spanning paid and organic channels. The central strategy revolved around highlighting exclusive content through compelling creative to boost user engagement and guide them towards the sign-up page. Our creative team conceptualised a series of engaging content pieces designed to drive audience engagement and generate anticipation for the product ahead of the launch, and creative to promote the platform content post-launch.
Additionally, WePlay provided motion, video, and static creative support for ticketing purposes during key fixtures leading up to the 2023 World Cup for the All Blacks.
Our growth strategy and the launch NZR+ has been able to inspire and engage directly with fans in a deeper way through content – enabling them to connect with the game, the players and the amazing stories attached to them and we have seen brilliant results in H2 2023.
600%
increase in social following YoY
118%
Increase in social engagement YoY
70%
of annual subscription target achieved within two months
