The Melbourne Renegades are a Big Bash League cricket club with strong community ties, looking to reach families and new fans of women’s cricket beyond their existing social following. Terrier Agency built an influencer marketing campaign to drive awareness and attendance for two priority events: the club’s School Holiday Program and its women’s team match days.
From an initial outreach pool of 1,000 creators across family, lifestyle, and sports niches, 51 influencers were selected for demographic fit and activated at the events themselves. Their firsthand experiences produced over 100 pieces of organic content, generating an estimated 93,487 views and reaching a combined following of 953,256.
By matching creator audiences to each event’s target market, the campaign converted underserved segments — parents planning school-holiday activities and supporters of women’s cricket — into engaged new audiences for the club.
Matching Creators to Two Different Event Audiences
A School Holiday Program and a women’s cricket match day do not share an audience, so the Melbourne Renegades campaign was not run as one brief. From an initial outreach pool of 1,000 creators across family, lifestyle and sports niches, 51 were selected specifically for demographic fit to one event or the other, then activated on-site so their content came from firsthand attendance rather than a paid mention.
Reading Attendance-Driving Reach for a Sports Club
Over 100 pieces of organic content generating an estimated 93,487 views and reaching a combined following of 953,256 is a visibility figure, not a ticket or attendance count, but it is the right number for a club working to convert two underserved segments — parents planning school-holiday activities and supporters of women’s cricket — into audiences who show up rather than simply follow along online.
