To drive more frequent visits to nzherald.co.nz, the ‘Nothing Else Matters’ campaign was rolled out across NZME house print, digital and radio assets, including Radio Sport, Newstalk ZB, Hauraki, ZM, Dream Team and the Alternative Commentary Collective.
The blasts over these networks were supported with external media including Facebook, Twitter, Outbrain, SEM, Google Display network and OOH. On social, the hashtag #blacktoblack was developed, a play on the All Blacks attempt to win back to back RWC titles, which would be a world first.
The #blacktoblack social campaign urged NZME’s audience to tag all their images and videos throughout the RWC with the hashtag, and it was used across marketing and content to stimulate awareness of the campaign.
The NZME marketing team also pioneered ‘Push Back for Black’, a rallying cry across social media for employers to change work hours to accommodate early morning cup matches.
NZME’s Rugby World Cup results exceeded all its expectations. Its ultimate goal, to take on Stuff.co.nz, was a slam dunk.
According to Nielsen figures, the Herald achieved higher daily sport audience figures than stuff.co.nz on 25 days out of 50. This was a feat NZME had been unable to achieve even once in the nine months leading up to Rugby World Cup.
On the day of the final, nzherald.co.nz Sport had almost 700,000 unique browsers, beating its nearest competitor by over 170,000.
The Herald Sport had a 171 percent increase in browsers over the same nine-week period the year before, and a giant 1.5 million unique views over the last week of the cup. This was 12 percent more than its rival Stuff.co.nz.
On social, NZME saw the #blacktoblack take off, becoming the number one trending topic on Twitter in New Zealand for four hours on the morning of the Rugby World Cup final.
The Herald also saw its social audience grow by 20 percent, hitting the milestone of 300,000 fans and giving it the largest Facebook presence of all New Zealand news media organisations.