England Rugby: Supporting the next generation.

The rundown.

England Under 20 rugby team is the newest representative rugby union team from England. They replace the two former age-grade teams Under 19s and Under 21s. Competing at the very top of British Rugby they play in the annual Six Nations Under the 20s and World Rugby Under 20 Championship.

Services

Paid Social Advertising

Sector

Sport, E-commerce

The brief.

Off the back of our work completed with Northampton Saints, we were approached by England Rugby to support England’s under 20s fixtures as part of the 2019/2020 Six Nations event which was to be held at Franklins Gardens. The annual event sees European relatives England, Ireland, Scotland, France, Italy and Wales all battle it out to reach the top. The aim of this campaign was to help drive ticket sales, pushing for increased attendances to support the next generation of England Rugby superstars.

What we did.

We leaned upon our knowledge of the local market of Northampton Rugby fans to build audiences which we felt would resonate with the fixtures. Advanced targeting was crucial in order to drive the greatest return on ad spend with a small budget. Owned data was utilised from both Northampton and England to create custom audiences with further local audiences created based on targeting we have developed for Saints themselves.