BokSquad
Engaging content to build the Springbok Supporters Club
Project Info
One of the strengths of Wishlist Media is our ability to work with clients to build digital projects from the ground up. Below we showcase recent projects we’ve worked on, which we believe demonstrates our versatile, turnkey approach and capabilities.
Client
MTN & South African Rugby Union
Year
2022
Platform
BokSquad
Roles
Bespoke video and written content creation
TBC
Name
Title
Introduction
The partnership between MTN as the principal sponsor of the Springboks and the SA Rugby Union is a strong one, built on a mutual interest in promoting the top-tier Springbok rugby teams, including the men’s and women’s 15s, 7s and Junior teams. To amplify the sponsorship and build a large, engaged audience, MTN and SARU conceptualised BokSquad – a digital supporter’s club offering fans access to unique content, special offers, competitions and more.
Challenge
Developing engaged digital audiences is a challenge in that there are many formal and informal platforms already taking up much of the viewing ‘airtime’ for many people. To capture a share of that airtime, and develop an excited, engaged audience takes a unique solution revolving around compelling content of the highest quality – content that is unique, light-hearted, easily digestible and cannot be found on other platforms.
solution
Working closely with SARU as facilitators and platform partners Olé Connect, our approach was to create a range of new video series focusing on the lighter side of SA rugby players’ lives, and closed the gap between supporters and players. We produce short-format episodes ranging from 90 seconds to 5 mins long, with behind-the-scenes insights, humour, interactions and individual personalities the key focus.
Additionally we commissioned the best rugby analysts and writers in South Africa to provide insightful and engaging feature content on a weekly basis, helping BokSquad become the default destination for Springbok rugby fans.
results
The combination of an effective content, marketing and engagement strategy has taken BokSquad from zero to over 1-million subscribers in less than a year, with the focus on Rugby World Cup in 2023 likely to drive even more success for the platform.