The Challenge
Cricket Victoria is the governing body for cricket in Victoria, Australia. A state sporting body has to grow an audience beyond existing fans, particularly across a long season where interest naturally dips between fixtures.
Our Approach
We ran a high-volume campaign designed to hold attention across the full season.
- 115 pieces of content were produced, spread deliberately across the season rather than concentrated at fixtures
- Creators covered sport, family and lifestyle content to reach beyond the existing fan base
- Audience fit was confirmed for every creator before outreach
- Content was reviewed against brand guidelines before publication
Spreading content through the quiet periods as well as around fixtures kept the audience engaged for the whole season.
The Results
115 pieces of content were produced across the season at a 3.56% engagement rate.
Filling the Gaps Between Fixtures
A season sport has a built-in attention problem: interest peaks around match days and drops in between, and a state governing body can’t only show up when there’s a fixture to promote. Spreading 115 pieces of content deliberately through the quiet periods, rather than concentrating them around match dates, is what kept Cricket Victoria visible across the parts of the season a fixture-only strategy would have gone dark on. Briefing sport, family and lifestyle creators together, rather than cricket accounts alone, is the standard way Terrier extends a sporting body’s reach past people who already follow the sport, audience fit checked before outreach, in line with Terrier’s normal vetting process, rather than casting on follower count.
Reading a 3.56% Engagement Rate Across a Season
A 3.56% engagement rate sustained across 115 pieces of content spread over a full season is a consistency figure, not a single viral spike. It shows the audience kept responding through the quiet periods as well as the peaks, which is the outcome the page’s own approach describes as the point of spreading content rather than concentrating it.
