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.
