Our work

The British & Irish Lions Tour 2013 sponsorship campaign

The Challenge

How do you quickly raise the profile of a specialist professional recruitment consultancy with a wider international audience? This was the challenge posed by Robert Walters when they asked us to position them as a brand leader in the global recruitment sector.  

The Solution

Using Robert Walters’ sponsorship of the 2013 British & Irish Lions rugby tour, we heightened awareness by creating a campaign that aligned the recruitment specialist’s brand with the squad and positioned them as a market leader.

The campaign involved multiple touch points including a responsive microsite, video, email campaign, posters, pop-up banners, desk drop and Facebook competition. 

To help the campaign go viral quickly, a ‘Submit Your Roar’ Facebook competition was devised and rolled out across Robert Walters’ international offices to leverage the immediate participation of an internal audience and allow wider network engagement. Consultants and Facebook followers were asked to upload a picture of themselves roaring with pride, with the chance to win a trip to Hong Kong to watch the Lions was a compelling incentive to enter and share, and the competition successfully increased engagement with the microsite and video.

The overall campaign effectively linked Robert Walters’ ability to develop successful business teams with the Lions rugby squad, while creatively tying the brand to an international event. The microsite attracted over 47,000 unique views, and our Facebook competition delivered a 45% engagement rate - far greater than Red Bull’s 1.3%.

The Results

47,000 unique microsite views

18,000 video views on YouTube

Over 18,000 likes on Facebook

A 45% engagement rate

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