It’s always been hard for me to explain what I do to people. “Make content?” is typically my default, but breaking that down in words always feels like it doesn’t quite work…and so much of what I make is so socially oriented and different that it’s hard to sum up with one single individual bit…
So! Giving this a go.
An idea of what I got up over the three weeks I was at the Rugby World Cup - working between the games, and at them as well.
Hype edits
Digestible In-game content
Photography
Alternate Angles
Snap Social Content
Typical Video
Fan - Athlete Interaction
Social Highlight Content
Meme Content
Instagram Live
As much as I can harp on about what *I* did, it was a massive team effort from the guys and girls on the ground in Japan, and the agencies working around the world to support us with insane content & getting that content online.
Overall the tournament resulted in;
2.1bn video views
54 per cent of views accessed via World Rugby channels
153.5m page views on www.rugbyworldcup.com with more than half coming from Japan
1.8m new followers gained with 48 per cent and 29 per cent of growth on Instagram and YouTube respectively
1.2m new App downloads with one in five coming from Asia
186.1m views of World Rugby’s collaboration with TikTok, #RugbyFever: #RugbyFever was the number one performing TikTok trend in sport globally during the tournament, successfully reaching new audiences with Japan and Cambodia in the top five views and 45 per cent of all views coming from female followers
It’s an experience that was a huge privilege to be a part of. One of the more fun gigs I've had while also working alongside some great minds.
Fingers crossed for 2023 🏆
