Digital PR

RugbyPass - Six Nations 2024

See how we generated international coverage and links for RugbyPass during the 2024 Six Nations Championship via digital PR.

Services

SEO

The Brief

RugbyPass wanted to earn links and coverage via a digital PR campaign that tied into the Six Nations Championship, a major competition in the rugby union calendar.

In addition, the client wanted to drive more interest and engagement with their on-site Six Nations content, both from their existing fanbase and potential new audiences.

To help broaden the appeal of the tool and the number of news angles we could generate, we also asked a former player from each of the competing nations to complete their selections and explain them in an in-depth interview. We then collated these expert views into a piece of content.

In addition, we promoted these respective selections via RugbyPass’ social channels and news pages.

Live post of Toby Flood's pick

When doing so, we also encouraged fans to make and share their own picks.

Live post of RugbyPass fans' pick

Following the compilation of this information, we generated various news angles and stories that we outreached to national and international news and sports outlets. We strategically outreached these in line with the performance of the competing nations and gained substantial levels of coverage locally, nationally and internationally:

The Campaign

In order to fulfil the brief, we created innovative content assets and asked experts for fresh and unique views and news about the Six Nations.

We first designed and created a ‘Six Nations Greatest XV player picker’ tool that sat within RugbyPass’ Six Nations content hub. The interactive tool allowed users (including fans, experts and rugby legends) to pick a player for each of the 15 rugby positions and then produce a shareable image of the final XV.

In addition, we promoted these respective selections via RugbyPass’ social channels and news pages. When doing so, we also encouraged fans to make and share their own picks.

Live post of Toby Flood's pick
Live post of RugbyPass fans' pick

The campaign was covered by

52

pieces of coverage across major news outlets

68

brand mentions for ‘RugbyPass’

51

The average DA across all coverage

20

pieces on international sites (.it .ie. .fr .za)

1

radio news appearance

80k+

engagements on social media

500m+

estimated reach

In addition to this:

Across March 2024, the ‘Greatest XV’ picker tool had over 7,000 votes
The ‘expert’ picks content had an average user engagement time of 1m 42s
The 50+ links we gained were a core driving factor behind increases in organic visibility at a domain level and for Six Nations queries
We saw a 158.4% increase in organic clicks for ‘6/Six Nations’ queries
The keyword ‘six nations’ (310,000 searches per month in the UK) moved from #13 in January to #4

TESTIMONIAL

Another Concept’s work on the Six Nations digital PR campaign was incredibly valuable for us. They successfully drove brand value, while also increasing our visibility and gaining valuable links.

Their work with top level talent validated our position in the rugby news space and I was thrilled with the results they achieved.

Owain Jones

Senior Editor
RugbyPass

TESTIMONIAL

“Another Concept’s work and support has been invaluable and the results they’ve helped us achieve have been exemplary. Their multichannel approach to SEO has led to us smashing our YoY targets and we can’t wait to see how their work helps the site grow and develop going forward.”

Kim Ekin

Head of Editorial & SEO
RugbyPass

GET IN TOUCH

Considering launching your own digital PR campaign?

From idea generation through to execution and reporting, we can help you achieve your goals.

Get in touch with our friendly experts today to learn more about how we can support your objectives.

Thank you! Your submission has been received!

Something went wrong while submitting the form.
Please try again or send us an email.