growing a global sports podcast audience

In late 2020, at the height of the COVID-19 pandemic, the world’s largest rugby publisher, RugbyPass, launched a remotely filmed video podcast in order to fill the gap left by the cancellation of sports events across the globe.

They approached us to help with both the launch and the on-going PR activity around the podcast. With big names such as Dylan Hartley, Simon Zebo & Ryan Wilson expectations were high – a challenge we accepted and then smashed.

THE BRIEF:

TO GENERATE AWARENESS OF THE PODCAST, BOTH AT LAUNCH AND THROUGHOUT THE SEASON, IN ORDER TO GROW AUDIENCE NUMBERS AND ALLOW THE COMMERCIAL TEAMS AT RUGBYPASS TO MONETISE THE CONTENT THROUGH SPONSORSHIP & ADVERTISING DEALS.

THE APPROACH:

THE CHEAT TEAM USED A VARIETY OF PR TACTICS DESIGNED TO CAPTURE THE ATTENTION OF SPORTS JOURNALISTS AT NATIONAL & REGIONAL PRESS TITLES, SPORTS INDUSTRY TITLES AND INFLUENCERS ACROSS VARIOUS SOCIAL PLATFORMS.

THIS INCLUDED WEEKLY ROUNDUPS OF THE KEY TALKING POINTS IN THE SHOW CIRCULATED TO OUR SPORTS JOURNALIST CONTACTS AND  ARRANGING FOR EXCLUSIVE ADDITIONAL CONTENT / INTERVIEWS FOR KEY INDIVIDUAL JOURNALISTS ON OUR TARGET LISTS. OBVIOUSLY, WE CAN’T GIVE IT ALL AWAY…

RESULTS:

OVER SEASON 1 OF THE PODCAST, WE SECURED IN EXCESS OF 190 PIECES OF PRESS COVERAGE FOR THE PODCAST. THIS INCLUDED NATIONAL PRESS TITLES – THE GUARDIAN, THE INDEPENDENT & THE MIRROR TO NAME A FEW.

IN ADDITION TO THE 47 PIECES OF TOP TIER PRESS COVERAGE, WE SECURED 23 PIECES IN SPORTS & MEDIA BUSINESS TITLES AND A FURTHER 120+ ACROSS RUGBY BLOGS, SPORTS PUBLICATIONS, HEALTH & FITNESS TITLES AND OTHER NICHES.

THE COMBINED POTENTIAL MEDIA REACH OF THE COVERAGE SECURED TOPPED 1B, WHILST THE ESTIMATED VIEWS OF THE COVERAGE WAS IN EXCESS OF 6.5 MILLION. THE 190 PIECES OF COVERAGE WERE ALSO SHARED A COMBINED 9K TIMES ON SOCIAL MEDIA.

OH, AND JUST FOR GOOD MEASURE, WE MANAGED TO SECURE 92 HIGH QUALITY LINKS WITHIN THE COVERAGE (AT AN AVERAGE DA OF 63). SEO MAY NOT HAVE BEEN THE BRIEF, BUT WE WILL ALWAYS LOOK FOR EVERY POSSIBLE WAY TO CAPITALISE ON THE OPPORTUNITIES IN FRONT OF YOU.

 

HAVE SOMETHING YOU WANT THE WORLD TO KNOW ABOUT? GET IN TOUCH TO SEE HOW WE CAN MAKE YOU FAMOUS.