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Objective: Build a large, lasting audience around the world for Rugby World Cup and sell tickets for the 2011 tournament in New Zealand Solution: Extensive Facebook marketing campaign using targeted ads, Reach Blocks, a contentdriven Facebook Page and creative applications Key Lessons: Reach Blocks offer a way to kick off campaigns and grow a fan base quickly, but they can also be used in succession to build a campaigns momentum Facebook can be used effectively to drive people to ecommerce and ticketing sites It is important to provide a variety of content to regularly engage fans Facebook can make it easy for marketers to run a truly global campaign, thanks to its massive reach
Objective
Rugby World Cup is held in a different host country every four years, in the same manner as the Summer and Winter Olympics. There is very little handover from host to host in terms of fan data and fan relationships for major events, says Shane Harmon, General Manager of Marketing and Communications at RNZ 2011. Every host is starting from scratch. We wanted to build a community that would grow and provide a lasting legacy from tournament to tournament. RNZ 2011 set out to build a strong, international community for its own tournament in 2011, but RWCL also wanted to create a core audience that would support both RWC 2011 and the sport into the future. The second key objective was to sell tickets, as this is the local organising committees only source of revenue. It needed to put together an international marketing
Facebook has allowed us to make all of the content we publish more engaging for fans; creating more interaction within the community and giving fans a stronger connection with the Tournament.
Clare Wolfensohn, Manager of Online and Communications Projects, RNZ 2011
Approach
In September 2009, the RWC team launched a Facebook marketing push that included creating a Facebook Page, several custom applications, and several different Facebook Ads campaigns. A key decision was made to brand the Facebook Page as Rugby World Cup, rather than Rugby New Zealand or Rugby World Cup 2011, to ensure continuity and legacy. The team divided its Facebook campaign into stages. The first stage was focused on building an audience on Facebook. To do this, they ran a series of Marketplace Ads targeting certain Likes and Interests, demographics and geographies likely to be interested in its message. Likes and Interests targeting allowed the organisation to reach people with a stated interest in rugby. It also targeted people who expressed an interest in other large-scale sporting events, as well as people interested in New Zealand as a tourist destination. Friends of Connections targeting was used, which helped reach the 125 million friends of people who were already fans of the Rugby World Cup Page. We tap into that feature in all of our targeted campaigns
We are finding that Facebook Ads are very, very costeffective compared to traditional above the line media. At each stage of the campaign, we have allocated a larger percentage of marketing budget to digital and social media because of the return on investment that we are seeing.
Shane Harmon, General Manager of Marketing and Communications, RNZ 2011
Results
One million people have become fans of the Rugby World Cup Facebook Page. This is one of the largest event communities in the world and a record for New Zealand-based organisations, and those fans are continuing to interact with the Page significantly and consistently Rugby World Cup has reached a global audience, with no one country accounting for more than 20 percent of the fans. At the start, we were expecting to outlay more marketing spend internationally, Shane explains. But Facebook is by far and away our most important international marketing platform now. Ticket sales were on track to meet goals as of early May 2011. In that time period, Rugby New Zealand was at 70 percent of its sales target After search engines, Facebook is the No. 1 driver of traffic to the Rugby World Cup ticketing website RNZ 2011s Facebook Ads have been seen over 397 million times throughout the 15 separate campaigns
The Future
Says Dom Rumbles, Head of Communications for the International Rugby Board, Using Facebook, RWC has been able to connect with a new audience for the sport. Being able to pass the Page from one organising committee to the next has created a strong fan legacy for the tournament and means that we can continue to build the community into the future.