Services
Challenge
New Zealand Rugby wanted to better understand how fans were engaging with the All Blacks and Black Ferns across social media. With multiple teams, platforms and commercial stakeholders in play, they wanted more than just a topline read. They needed:
-A clear view of channel performance and audience growth
-Insights into content reach, engagement and benchmarks
-Robust partner reporting to demonstrate ROI on branded content
-A consistent year-on-year reporting framework to track progress
-A way to connect partner activity to wider social strategy
Solution
Engage delivered a comprehensive year-end social review paired with a suite of bespoke commercial reports. We audited NZR’s digital footprint across both the All Blacks and Black Ferns, surfacing insights into audience growth, engagement trends and content performance. From there, we built a strategic content map to highlight what was landing — and what needed rethinking.
Our Commercial Insights Reports tracked the performance of key branded campaigns and assets, benchmarking NZR’s sponsored content against other global rights holders. We also standardised the reporting format to ensure it could seamlessly serve multiple stakeholders, from digital leads to commercial teams and the C-suite.
This work ensured NZR could communicate value to partners, while sharpening its approach to engaging fans worldwide.
The outcome was more than a tidy dashboard. It was a strategic foundation that gave NZR clarity, consistency, and a measurable way to connect partner activity to wider audience growth.
Results
Clarity on social media performance across flagship teams
Bespoke campaign reporting demonstrated impact
Strengthened commercial relationships by evidencing ROI to partners
Strategic foundation provided for audience growth and future content strategy
