Global Youth Sevens

Digital strategy, social media management and campaign execution for the world's premier U18 rugby sevens tournament

(Client)
Global Youth Sevens
(Year)
2025
(Services)
Brand Management

A global stage. A record-breaking result.

The Dabble Creative led the digital strategy, platform direction and campaign framework for Global Youth Sevens 2025, driving record results across ticket sales, streaming and social media.

Global Youth Sevens 2025 brought together the best U18 rugby talent from around the world. The Dabble Creative was brought on to lead the digital strategy, platform direction and campaign framework across the full tournament window, from October 2025 through to January 2026.

The scope covered social media strategy aligned to event objectives, tournament content management across posting, copy and creative, and digital campaign management spanning paid, organic and streaming platforms.

Tournament Results

  • Ticket sales up 48.9% on 2024
  • Streaming subscriptions with over 40% from outside New Zealand
  • 2.2M unique users reached
  • 12.6K link clicks, up 159% year on year
  • 13.6K new followers, up 43% year on year

Engagement spiked in real time throughout the tournament. Content travelled globally, and audience behaviour reflected exactly what Global Youth Sevens is built for: a digital-native, globally connected youth rugby audience consuming highlights, stories and live moments at speed.

Platform Performance

  • Facebook (50.4K followers): 12M views (up 21.4%), 156.4K interactions (up 26%), 12.3K link clicks (up 166.9%), 17K new follows (up 45.4%)
  • Instagram (23.7K followers): 14.5M views (up 100%), 1.6M reach (up 33.6%), 518.7K interactions (up 100%), 10.8K new follows
  • TikTok: 4.7M video views (up 841%), 4.6M reached (up 968%), 273.1K likes (up 638%), 6.3K comments (up 375%), 2,650 net new followers

Top Performing Content

  • Pacific Tribe Girls, Day 2 (Team Try) — 1.5M views, 995K reach, 253 shares
  • Find it was the pavlova... — 1.1M views, 378K reach, 614 shares
  • NZ U18 Girls, Day 2 — 460K views, 529K reach
  • Dub boys @waterboyrugbyteam — 408K views, 248K reach

Content Team

  • Liam Tuaiti, Creative Director
  • Henry Lee, On-screen Talent
  • Tana Whineray, Photographer — @tanawhineray
  • Jesse Williams, Videographer and Editor