The NRL TikTok Launch project aimed to introduce the National Rugby League to the vibrant and creative world of TikTok. The goal was to engage and captivate young audiences, whether they were existing fans or newcomers to the sport.
As a well-established professional organisation, the NRL presented a unique set of challenges. With a comprehensive brand guideline and successful strategies on other social platforms, adapting to TikTok's raw and unpolished nature required innovation and a distinct approach. The challenge was to leverage the platform's uniqueness while maintaining the brand's identity.
Working closely with the NRL team, Harry developed a TikTok strategy that capitalised on emerging trends and viral sounds, ensuring seamless integration with the TikTok community. Using Adobe Premiere, he crafted over 200 custom videos, each optimized for TikTok, maintaining the platform's unique appeal.
Over the project's duration, we achieved an impressive
80 MILLION views on the NRL's TikTok channel alone, averaging slightly over 400k views per video.
In just the first two months post-launch, the NRL's TikTok channel experienced exponential growth, amassing over 200k followers. The impact extended beyond TikTok, with renowned international media giants such as House of Highlights (70+ Million Followers across TikTok and Instagram) and SportsCenter/ESPN (75+ Million Followers across TikTok and Instagram) reposting our content on their platforms, expanding the NRL's global reach instantly.
International media powerhouses House of Highlights and SportsCenter/ESPN amplified the content, leading the NRL to reach new audiences worldwide.
The NRL TikTok Launch project demonstrates the power of adapting a well-established brand to a dynamic, fast-paced platform. By embracing the creativity and uniqueness of TikTok, we successfully engaged a new generation of fans, ultimately expanding the NRL's reach far beyond its Australian roots.
