Rebel’s ‘Sport is Calling’ campaign resonated with the brand’s customers, generating 20,000 reactions – 46 times the average per post – GM of customer and marketing Jennifer Gulliver has revealed to Ragtrader.
Other highlight results from the three-phase campaign included over 2,500 shares (234 times the average), 1000 comments (87 times average), 48% above the reach objective and 72% above the efficiency benchmark.
Gulliver said the campaign tapped into the need for sport and activity during the pandemic.
"At Rebel we believe in the transformative power of sport," she said.
"We believe that sport is an antidote and it is our vision to inspire all Australians to chase their sporting dreams and passion.
"With COVID-19 being a major disruption to Australian lives physically and mentally, these were the emerging needs we felt best placed to meet.
"Throughout the pandemic Australians were challenged with both physical and mental health barriers, so despite most brands going dark, we soft-launched our new brand positioning Sport is Calling, reminding Aussies of the transformative power of sport," she said.
The Sport is Calling campaign had three key phases: Get people to have fun with sport in whatever way they could, Celebrate the return of sport and Rebel Rookies Backyard – a video series of sports challenges, workouts and drills delivered by three professional athletes – Laura Geitz (Netball), Libby Birch (AFLW) and Leigh Broxham (Football).
"The interactive series was shared across YouTube, social, EDM and partner digital channels with significant consumer engagement," Gulliver said of the Rebel Rookies Backyard phase.
"By amplifying the content, we encouraged more Australians to answer the call of sport," she said.