Social Viral Content Production for World Rugby 7s

RAWR embarked on a unique venture at the HSBC World Rugby Sevens Series, held in Toulouse in 2023. The tournament is known for its fast-paced play with powerful contact, and our objective was to capture authentic social-first content during gameplay. We aimed to showcase the players' passion, skills, and the electric stadium atmosphere.

Summary

Content Creation: Capture and edit images and short-form videos, as well as those of featured teams/players, with a focus on increasing awareness.

Performance & Targeting: Drive viewership and engagement through emotive content.

Adaptive Content: Tailor content to suit various social platforms' requirements, considering style, length, and music choice while maximising brand visibility.

Content Creation: Capture and edit images and short-form videos, as well as those of featured teams/players, with a focus on increasing awareness.

Performance & Targeting: Drive viewership and engagement through emotive content.

Adaptive Content: Tailor content to suit various social platforms' requirements, considering style, length, and music choice while maximising brand visibility.

Challenge

The challenge was to develop mobile-friendly content that captured the essence of this dynamic sport in real-time, amidst intense gameplay, and crafting content that resonated with fans. Our goal was to make the tournament come alive on social media and spotlight the key players, teams, and thrilling moments.

Results

High Engagement: We achieved ~400,000 video views across all social media and garnered more than 30,000 interactions, surpassing our engagement goals.

400K

Brand Visibility: Our strong relationships with teams and players led to our content being shared and amplified by esteemed Olympic 7s players, increasing our reach and brand visibility.

30K

TikTok Amplification: This project catapulted our first wave of original TikTok content, securing hundreds of thousands of views on short 10-15 second clips, showcasing the importance of a variance between long and short-form content in the modern era.

Solution 1

We ensured comprehensive coverage of the tournament, both on and off the field, capturing the spirit of the event. The variety of content we captured allowed us to customise pieces to fit different platform requirements. We considered each platform's format, trends, and audiences and crafted captions and hashtags strategically.

Solution 2

Recognising the importance of real-time content sharing, we swiftly edited and published our first content piece on the tournament's second match day, leveraging fan momentum.

Solution 3

We created content that stirred emotions, fostering engagement. A Reel highlighting the traditional HAKA dance provided fans with an authentic, powerful experience.