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The Principality Premiership is a rugby union league in Wales, first implemented by the Welsh Rugby Union (WRU) for the 1990–91 season. Changes to the Premiership structure have raised the standard of rugby and created a more competitive environment for the regions and their feeder Premiership clubs. Welsh rugby has never been more exciting!

The Brief

The Principality Premiership asked us to deliver a social media engagement strategy for Facebook. They also asked us to reach a target of 1000 Facebook fans by the end of 2012. To cement Principalityʼs position as Walesʼ largest building society they wanted to:

  • Reinforce the ʻWelshnessʼ of the brand

  • Create a buzz around the World Cup 2011 semi-final game, encouraging patriotism and pride among fans

  • Highlight the importance of the Principality Premiership as a feeder to the regional sides

  • Build a Facebook community with whom Principality can interact on an ongoing basis (in terms of competitions, polls and community outreach)

What We Did

With no prior online social presence it was up to us to build an engaged community. To do this we created a branded Facebook profile that encouraged ‘likes’ by posting exclusive content behind a fangated page. An example of the exclusive content we created was an interview with Welsh rugby international Luke Charteris.

We have also delivered a number of very successful Facebook competitions including Autumn international ticket giveaways, World Cup Twibbon competition and Wales v Barbarians ticket giveaways.

Along with our Facebook management we have recently managed the Principality Premiership Twitter feed. We have grown the community to over 850 followers - a highly engaged community which includes current and ex-international rugby players - Leigh Halfpenny, Rupert Moon, Liam Williams, Garin Jenkins, Andrew Coombs and Ken Owens to name a few.

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#lovewales Campaign

In February 2013 The Principality Premiership asked us to promote the highly successful #lovewales campaign. The campaign looked to promote mortgage purchasing throughout Wales, with the tagline "Bring Your Mortgage Home" we we're asked to create and execute a social media plan to promote the campaign. 

Along with Facebook promotion we created a blogger outreach campaign which looked to leverage influential Welsh rugby blogs to promote the #lovewales videos

Results

Created a highly engaged Facebook community

Surpassed aim of 1000 followers by the end of 2012 (over 1600 by March 2013)

The 6 week #lovewales campaign garnered over 3,500 video views and a 40% increase in mortgage enquiries.