Boost was entering its 2nd year of an official partnership with the IRFU. While activation against the sponsorship had happened on air and in OOH, the brand had yet to be strongly associated in a meaningful way to the rugby landscape in Ireland.
We looked past the obvious 6 Nations to the November Test series and saw two historic fixtures in the schedule – Ireland vs New Zealand in Chicago and a second leg at home in the Aviva. Could this be the year that Ireland finally beat the World Champion All Blacks? Our renowned rugby authority Murray Kinsella and our trusted website The42.ie offered the perfect partnership for Boost - Our Cadbury Boost’s #Facing History native series was born.
The core of the series was deep dive content straight from the heart of New Zealand rugby, we travelled to New Zealand to find out what makes the All Blacks so dominant and we produced 25 different native pieces from New Zealand. We travelled to Chicago for the away game and gave fans an opportunity to win an all-inclusive package to that historic game. Back to Dublin for the home games and from that point on, all rugby content on The42.ie was 100% owned by Cadbury Boost - with Boost dominating this content we were able to drive home Boost’s association with Irish rugby and the Autumn Series.
The campaign was executed over 12 weeks and was delivered over multiple platforms using multiple formats including liveblogs, videos, quizzes, Facebook lives, Snapchat competitions, push notifications, rugby shows and a content hub.
The campaign was a runaway success on the The42.ie, smashing all our native advertising benchmarks. But more importantly it was hugely successful for Cadbury Boost from a fan engagement point of view and crucially from a business and sales perspective. Aligning Boost with quality, engaging content produced to a remarkably high standard demonstrably drove brand growth. And there was a clear significant monetary benefit through increased sales.