Services
Challenge
Super Rugby Pacific (SRP) came to Engage having gone through several changes in competition format during the COVID era, needing to establish a firm digital presence through their social media channels following the launch of SRP in 2022.
Additionally, SRP was operating in the crowded AU-NZ digital rugby scene, with content aggregators and editorial accounts from governing bodies resulting in a complex digital stakeholder ecosystem.
Solution
We established a new visual identity for the competition to bring out colourways from the participating teams to increase brand saliency in a congested market.
Our social production approach focused on looking beyond the try-line and finding moments in the stands, off-the-field or UGC that elevated the competition – and that could resonate with casual audiences of the sport.
Our work included the launch of the Super Rugby Pacific TikTok, and establishing a vertical content production workflow to maximise output on channels such as Reels and YouTube Shorts.
Highlighting player profiles and elevating them across social was pivotal in attracting new audiences as the competition became the first domestic rugby competition in the world to reach 2.5 million followers across social media.
Results
600m + video views (July 2023 – July 2025)
700k+ new followers (July 2023 – July 2025)
2.5m followers (first domestic rugby competition in the world to do so)
