Services
Challenge
The All Blacks are one of the most recognisable brands in world sport. But when New Zealand's national rugby team launched New Zealand Rugby+ (NZR+), a dedicated digital content platform, the goal wasn’t just to echo that legacy. It was to extend it.
Our challenge was to drive global awareness of the NZR+ platform, build meaningful reach across new and existing audiences, and turn that attention into engagement and long-term value. From driving traffic to content, to building the YouTube subscriber base, we needed to blend brand storytelling with performance marketing at global scale.
It was our job to make NZR+ a new destination for fans across the world, from Wellington to Wembley, Tokyo to Texas.
Solution
We built a dual-pronged strategy designed to do two things in tandem: build sustained brand visibility for NZR+, and drive performance-level efficiency across reach, views, and subscriptions.
First came always-on exposure. By maintaining a consistent, strategic presence across both paid and organic channels, we ensured that NZR+ content was continually in front of the right audiences. Whether fans were deep in All Blacks territory or discovering NZR+ content for the first time, the platform stayed front-of-mind and in-feed.
Alongside this, we launched targeted conversion campaigns using a platform mix proven to deliver against the KPIs that mattered: views, reach, and YouTube subscriber growth. Strategic partnerships with YouTube, Meta, TikTok, Google, Reddit and X gave us the tools and the edge to reach audiences at both volume and velocity.
What pulled it all together was our ability to use real-time insights to adapt, optimise and reallocate. Powered by these insights, Engage helped drive the momentum behind one of New Zealand Rugby’s most ambitious digital plays to date.
Results
544k subscribers
165m video views
176m reach
