O’Neills Sportswear Australasia
Case Study
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:
- 149.4% on Facebook
- 155.9% on Instagram
- 222% on Twitter
- 1110% on LinkedIn
O’Neills Sportswear continue to secure and maintain apparel partnerships with professional Australasian sporting clubs, as well as official licensee and clubland kit partnerships.
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