O’Neills Sportswear Australasia

Case Study

Brand development and grow social media audience, reach and engagement

Ongoing since 2018

Purple Giraffe delivers a clear understanding of your target audience and demographic behaviours in order to deliver strategic marketing plans with results

Project overview

O’Neills engaged Purple Giraffe to develop and implement a marketing plan including a social media strategy, with a clear focus on:

establishing and building brand awareness and equity for the O’Neills Sportswear brand in Australasia
positioning O’Neills as a high quality and desirable kit provider at a professional/elite level right through to grass roots/clubland in a diverse range of sports
leveraging official apparel partnerships with professional sporting clubs & associations

Purple Giraffe recognise quality and engaging social media content including current, unique and high quality images together with consistent activity is important to engaging, growing and retaining audiences.

Purple Giraffe collaborate with the various stakeholders to implement O’Neills marketing and communications strategy and activities including:

social media management and content creation
competitions, influencer and third-party activity
partnership announcements, launches and implementation
media releases and PR activity
website recommendations

Delivering successful outcomes for O’Neills Australasia have been contingent on:

understanding the intricacies, limitations and challenges of the O’Neills brand in the Australasian marketplace
building relationships and trust with the O’Neills head office team in Ireland
effectively managing relationships with a diverse range of stakeholders including professional sporting clubs and associations as well as grassroots/community sporting clubs

Outcomes

An important element of the O’Neills strategy is social media community management. Purple Giraffe have organically grown the O’Neills social media audiences as follows:

O’Neills Sportswear continue to secure and maintain apparel partnerships with professional Australasian sporting clubs, as well as official licensee and clubland kit partnerships.