Case study: Rhino Prop Star
Engaging a B2B rugby audience
Celebrating rugby’s true heroes
The objective
Create an ongoing social campaign to connect Rhino with its B2B audience of rugby clubs across the UK, reinforcing its position at the heart of grassroots rugby.
What we did
Based on research highlighting props as the fulcrum around which community rugby revolved, we celebrated incredible frontrowers with a competition that culminated in the Twickenham crowning of an annual Prop Star.
User-generated content was key to the campaign, with prop tributes from rugby clubs filling Rhino’s social channels in the build-up to the annual coronation, which took place at half-time during the historic Varsity Match between Oxford University and Cambridge University. A panel of rugby judges including the likes of Adam Jones, Joe Marler, Jason Leonard and Rocky Clark selected a shortlist of three which, supported by their own campaign video, then went to a public vote.
What happened
Rhino Prop Star won CMA Gold for best use of social media in a B2B content marketing campaign. More than 200 rugby clubs entered the last Prop Star and combined with extensive media coverage, the competition not only engaged Rhino’s target audience but also increased brand awareness. “Prop Star is a brilliant campaign and has not only been great for Rhino, it’s also really added something unique to The Varsity Match,” says Reg Clark, CEO of Rhino. “Finalists have included a transgender prop fighting for equality; a prop who started a mixed ability rugby club; and a young lad who has battled incredible odds just to play the game – Prop Star has allowed us to celebrate these remarkable people.”
