Brisbane Heat is a men’s cricket team competing in the Big Bash League, looking to build excitement around their inaugural match of the new season. Terrier Agency led a large-scale influencer outreach campaign, extending match-day invitations to creators with a genuine interest in the club and the BBL.
The outreach secured agreements from 118 influencers, 76 of whom attended and posted on match day, a 64% post rate. Their coverage produced over 200 stories and 29 posts across social platforms, generating 41,214 engagements and reaching a combined following of 5,958,114.
The campaign showed how structured outreach at scale can turn a single fixture into a flood of authentic social content, amplifying interest in both Brisbane Heat and the wider league.
Coordinating Creators Around a Single Fixture
A match-day campaign has no second attempt once the fixture is over, so agreements, content mandatories and match-day logistics had to be settled with every invited creator before kickoff rather than negotiated on the day. Terrier’s standard casting and contracting stage, agreeing usage and issuing invitations up front, was compressed to fit a single event window, and the final report broke the day down by who attended and what they posted, so the club can see which invitations actually converted into coverage.
What a 64% Post Rate Shows
118 influencers agreed to attend and 76 posted on the day, a 64% post rate that produced over 200 stories and 29 posts, 41,214 engagements and a combined following of 5,958,114. That is a measure of how many invited creators followed through on one fixture, not a season-long audience, the existing body’s own framing of turning “a single fixture into a flood of authentic social content” is what the post-rate figure is describing.
