NZ Warriors
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Introduction.
The NZ Warriors are one of the NRL’s most iconic and passionate clubs, representing New Zealand on the biggest rugby league stage. Known for their loyal fanbase and electric home game atmosphere, the NZ Warriors have built a proud legacy over three decades in the competition.
Following several disrupted seasons due to the impact of COVID-19, the NZ Warriors set a clear goal for 2024: reignite the fanbase, build momentum, and bring as many supporters as possible back into the stands at Go Media Stadium.
The brief.
After several years of COVID-19 disruptions impacting attendance, the NZ Warriors entered the 2024 season with a renewed focus: bring their passionate fanbase back to Go Media Stadium and rebuild the game-day atmosphere the club is known for.
The goal was not simply to sell tickets, but to reignite excitement, deepen fan engagement, and create a strong sense of community around each home game.
Our task was to develop and execute a digital marketing strategy that would generate hype, drive ticket sales, and maintain momentum across the entire season — ultimately helping the NZ Warriors reconnect with their fans and pack the stands.
The strategy.
Our approach centred around creating a full-funnel digital marketing strategy designed to maximise fan engagement, drive ticket sales, and grow the NZ Warriors’ membership base.
We leveraged a combination of Google Ads, Facebook Ads and Instagram Ads to reach fans across multiple touchpoints, ensuring the NZ Warriors stayed front-of-mind throughout the season.
Key elements of the strategy included:
Membership Campaigns: Focused digital campaigns were launched to drive both membership renewals and new member acquisitions ahead of the 2024 season, capitalising on pre-season excitement.
Game-by-Game Promotion: Leading up to each home game, we ran tailored ticketing campaigns to build anticipation and convert interest into attendance.
Timely Activations After Wins: Recognising the power of momentum, we activated rapid-turnaround campaigns after NZ Warriors’ victories, using heightened fan energy to drive ticket sales for upcoming games.
Burst Campaigns: Strategic, time-sensitive campaigns – such as Black Friday promotions – were deployed to boost memberships, ticket sales, and merchandise purchases during key periods of the year.
Throughout the season, real-time performance monitoring and ongoing optimisations allowed us to fine-tune targeting, creative, and messaging – ensuring the NZ Warriors remained connected to their audience and continued building momentum with every game.
The results.
The 2024 season was nothing short of historic for the NZ Warriors.
Our digital marketing efforts delivered outstanding commercial results:
- 14x return on ad spend (ROAS) across Google, Facebook, and Instagram campaigns
- Consistently sold-out crowds at every home game across the entire season
- Record-breaking engagement levels across digital channels, driving a surge in memberships and ticket sales
Beyond the numbers, the NZ Warriors achieved something no NRL club had done before. They became the first team in NRL history to complete a grand slam of sold-out home games in a single season.
Not only was this a first for an NRL club – it is also believed to be a first for any New Zealand sporting franchise, setting a new benchmark for fan engagement and home game attendance.
The 2024 campaign didn’t just reignite the NZ Warriors’ supporter base – it rewrote the history books.
Client testimonial.
More case studies.
Coming soon
272% increase in new customer ROAS in the first 30 days
Coming soon
272% increase in new customer ROAS in the first 30 days
Coming soon
272% increase in new customer ROAS in the first 30 days
Stop guessing, start growing.
Your success starts here – with a Central Coast digital marketing agency that blends strategy, creativity, and data to drive real results. Whether you have a clear plan in mind or need help figuring out where to begin, we’re ready to guide you forward.
