Expanding the All Blacks’ Global Reach - Making New Fans Across the World.

SEM SEO Social Media Marketing Youtube Marketing

our results

173%

increase in revenue from targeted European countries

156%

growth in total transactions

59%

boost in conversion rates

Overview

The All Blacks are one of NZ’s iconic global brands. Each RWC cycle puts the brand firmly in the minds eye of non-rugby fans across the world. Understanding this we wanted to expose these fans to All Blacks brand as much as possible in order to increase sales of RWC merchandise.

We partnered with the All Blacks Store to achieve key goals: targeting the right European markets, optimizing ad strategies, reaching them with specific content - written and video based to ensure long & short-term revenue growth.

objective 1:

Creating content that will appeal

Objective

We needed to ensure that the content we put in front of new fans would underline what the AB’s brand was about.

Our Approach

Focus on Video: Using highlight reels alongside past jersey releases to encapsulate the history of the brand.

Content: Expanding our content to put knowledge into the hands of our new fans.

Results

423% increase in traffic from non-NZ countries over 6 months
$0.07c cost per video view

objective 2:

Targeting new fans across the world

Find new fans and make the AB’s fans!

Our Approach

Market Research: We analyzed demographics and purchasing behaviors to identify new fans, across Europe & the US.
Localized Advertising: Crafted ad copy in both English and local languages to resonate with native audiences and expatriate Kiwis.
Mobile-First Strategy: Optimized campaigns for mobile devices, ensuring a seamless shopping experience in regions with high mobile usage.
Multi-Channel Strategy: Utilized a mix of pMax, Video & text Ads to create a comprehensive digital footprint. Focusing on content & direct product placement.
Optimized Ad Management: Combined manual and automated optimizations to fine-tune campaigns for maximum performance.

Results

Our campaigns created many new AB’s fans as well as engaging with 1000’s of Kiwi’s overseas. We also sold out of merch before the end of the tournament.

conclusion

Through a combination of targeted market strategies, early campaign activation, and data-driven optimizations, the All Blacks Store successfully expanded its footprint globally. Repeat custom has also increased by 18% globally.

Content Optimisation SEO

+79.54%

New search queries gained Autogrow

SEM

+67%

Increase in paid search revenue Kitchen Warehouse Au

Content Optimisation SEO

Better content = increased engagement Large tourism operator targeting international travellers.

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WE WOULD LOVE TO
WORK WITH YOU

We have extensive experience working with companies across all industries, shapes and sizes.

Our strategic process uses your first-party customer data to develop insights from your existing customers to optimise strategies and tactics across persuasion, attention, and transaction to deliver new customers consistently.

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