Insights: Irish Rugby – a weekend of firsts

by | Jun 14, 2016

Last Saturday was an historic day for Sotic client Irish Rugby. Their U20s recorded a first ever victory over their New Zealand counterparts while the senior Ireland team defeated the Springboks on their own patch for the first time. Both victories help the IRFU’s Digital Marketing & Customer Relationship Manager, Barry Cunningham, keep his sport front and centre in a month¬†dominated by football.

Barry is currently on tour in South Africa with the senior squad but as the man that co-ordinates all things digital and social he is keeping close tabs on all teams and channels. Here is his summary of the weekend on digital (originally published on Linkedin).

Last Saturday was an historic one for Irish Rugby – our U20s beat New Zealand for the first time and Ireland beat the Springboks in South Africa for the first time.

In addition we had three 7s squads on the go – Men’s & Women’s and Men’s Development. All told it was a busy weekend on social media.

Twitter, as always, was great for live updates and Facebook proved a big hit for us.

On the tweet machine we have had over 20,000 link clicks in June so far and we’ve had 4.9 million impressions.

On facebook we reached over 3.1 million people and had over 1 million video views with an engaged audience of over 850,000 people.

Recognising that not everyone is social is key to amplifying our reach so we have been updating our website with a Tour Diary featuring highlights of the day. The latest installment is here:

In a window that will be dominated by the Euro 2016 Championships we are still growing the Irish Rugby audience online with a mix of engagement strategies based on authentic content.