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Work Case study 02

Super Rugby Aupiki

Social strategy and content for New Zealand's professional women's competition

Client
New Zealand Rugby
Working together
Two seasons, 2025 and 2026.
What we do
Social strategy and content
Sky Super Rugby Aupiki 2025 champions celebrating under the flames

01The brief

Its own competition, its own voice

Super Rugby Aupiki is New Zealand's professional women's competition. It needs its own voice on the Super Rugby NZ channels: a season that builds, players fans know by name, and reach well beyond the people who already follow.

  1. Goal 01

    A launch that lands

    Result: 3.4M views on “Who's changing the game in 2026?”, nearly a fifth of the season

  2. Goal 02

    Reach fans who don't follow yet

    Result: 72% of Instagram reach came from non followers

  3. Goal 03

    Bring the clubs in

    Result: 233 collab posts with the clubs added 3.7M reel views

02What it achieved

What it achieved

Since 2025

28.3M

views on Facebook and Instagram across the 2025 and 2026 seasons

  • 15.4Mviews in 2026
  • 449Kinteractions
  • 3.4Mviews on the launch reel
  • 5,600new Facebook followers in five days

03How we did it

The work behind the numbers

Social strategy and content for Super Rugby Aupiki on the Super Rugby NZ channels, two seasons running.

  1. 01

    A season that builds

    A preseason drip, a paid launch, then a plan for every round through to the final.

  2. 02

    Players first

    Media day shot lists built around the players, so fans meet the people before the scores.

  3. 03

    Collab with every club

    Posts made with the clubs, not just about them, so every team's audience sees the competition.

  4. 04

    Live clipping

    A live clipping playbook for the match day creator: what to clip, how fast and where it goes.

04The work

01 / 04
Super Rugby Aupiki 20th appearance graphic
The full story, every number

Two seasons of Super Rugby Aupiki on the Super Rugby NZ channels: the season plan, the content, live match day and the report after it.

Super Rugby Aupiki 2026

  • 15.4M views and 449K interactions
  • The launch reel, "Who's changing the game in 2026?", did 3.4M views, nearly a fifth of the season, and added 5,600 Facebook followers in five days
  • 72% of Instagram reach came from people who didn't follow yet
  • 233 collab posts with the clubs added 3.7M reel views

Next case study

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The NPC's 50th season campaign, built for the 14 provincial unions

Got a season, a campaign or a channel that needs a lift?

Talk to ustaylor@thedabblecreative.co.nz

Based in New Zealand, open to remote work anywhere.