NRL embraces Video Email to extend the reach of their 2019 season launch TVC
The National Rugby League (NRL) in Australia, recently launched their 2019 season with a new campaign of which the “New Era Begins” is a central theme. The campaign focusses on the link between Clubs and their communities, and for the first time features female players.
Having developed the TV campaign to support the “New Era Begins”, NRL engaged Playable to maximise audience engagement from the NRL community, via its daily “Top 5” email newsletter, which is sent to all NRL email subscribers.
The NRL marketing team edited, embedded and sent a 10 second clip of their TVC within their Top 5 newsletter, using Playable’s integration with Salesforce Marketing Cloud.
Mark Tovbis, Customer Marketing Lead at NRL summed up the campaign perfectly “Great content and leveraging direct relationships to reach and engage our fans are central to our capacity to drive interest and excitement around our game. Partnering with Playable for this campaign has allowed us to take our strongest content format (video) direct to our fans in a unique and effective way. “
The campaign delivered a highly immersive autoplay video experience at the moment of opening the email, successfully engaging the NRL community, and driving many to click through to watch the full video on NRL.com.
- The TVC was edited and added to the email using Playable’s Point & Click Integration with Salesforce
- The video clip was added to the current Top 5 newsletter template, with no changes or coding required to accomodate the video.
- A high quality video email experience was delivered to 100% of the email audience.
- % of respondents who watched the video in full 81% 81%
The NRL Telstra Premiership is the closest elite sporting competition in the country and the Holden State of Origin series between New South Wales and Queensland is Australian sport’s greatest rivalry.
At its heart, Rugby League is a community-based sport played by hundreds of thousands right across Australia, especially in country areas.
- Client: NRL
- Campaign: Launch of the 2019 NRL Telstra Premiership
- ESP: Salesforce Marketing Cloud
- Video Email Content: 10 second edit of the TVC
- Audience: NRL email subscribers
- Objective: Raise awareness of the 2019 Season Start
- Campaign Execution: Set-up and deployed by NRL Marketing team
- Landing Page: NRL – The New Era Begins