Awards Case Study: Rhino Prop Star
As suppliers of kits, balls and training equipment to the rugby world, Rhino have to compete against the world’s biggest sports brands, as well as aggressive ‘value’ brands, so needed content strategy that would not only engage rugby clubs at grassroots level, but create social media presence and advocacy at the highest level.
Their agency, eric, did this by creating ‘Prop Star’, a nationwide campaign to celebrate the rugby players that went above and beyond their on-field efforts, coaching, fundraising, volunteering, building clubhouses, doing whatever they could to help. With help from international props Jason Leonard, Rochelle Clark and Adam Jones, the search was on, fueled by Rhino’s social channels.
The results were phenomenal: the campaign helped to deliver 56% more followers, a 3,685% increase in monthly impressions and 1,527% more profile visitors, with a total of 226 nominations that equated to the number of rugby clubs that provides 95% of Rhino’s income. Sales leapt to 102% year-on-year, with a 25% increase in average order value.
“We loved the whole campaign,” said the judges. “It was inventive, creative and ambitious, with great integration of on- and offline content.”
Alex Mead, Content Director for eric says “We knew we had something special with the Prop Star campaign, it engaged not only with our core target audience of rugby clubs, but also the wider world, beyond even the rugby hardcore. The figures were good, but winning the CMA really meant something to eric – not least because, as a new agency, to win in this category against much bigger agencies with budgets in a different stratosphere showed that we could compete at the highest level.”
“This year Prop Star is developing again, we have a second brand wanting to partner with our client on the project which will take it a different level in terms of audience reach and the content we can create to support it. We’re also looking to launch a junior version of the competition to help our clients reach another target audience.”
“We’ve got some really exciting new clients that we’ve been working with the past year, we launched a digital golf magazine that’s been a huge success in its first launch market of Finland, and our new cricket membership title for the MCC has had a massively positive reception from a truly prestigious audience.”
The 2019 awards are open for entry, with the deadline on Friday 6th September. There are a number of new and updated categories this year, to see more information on entries and categories click here.