Brisbane Heat
The Brisbane Heat are the number one sports club on Instagram within Oceania and a leading performer across all social channels.
In the lead up to BBL09, the Heat marketing team were searching for a way to become hyper-responsive to club related news which would drive social interaction as well as potentially go viral. This could be anything from player injuries and signing announcements through to batting order and live score updates. They also hoped to evolve their brand presentation on their social channels towards a more refined and sharp aesthetic that was clear, concise and professional.
The team and I worked together to understand where the points of improvement were by discussing pressure points, looking at content performance from the previous seasons and researching the most engaging global sports clubs in order to formulate a clear development strategy. The next step was to produce a set of highly polished, pre-loaded templates with editable content and an assortment of formats for different channels. These templates were the backbone of content creation for the season and were designed to be self contained and highly intuitive so that, in the absence of a designer one of the social media team members could quickly edit and output content.
The design aesthetic was a refinement of the previous season's and placed emphasis on sharp campaign imagery as the visual stimulus with dark elements and clean white overlays for clear communication.
In the lead up to BBL09, the Heat marketing team were searching for a way to become hyper-responsive to club related news which would drive social interaction as well as potentially go viral. This could be anything from player injuries and signing announcements through to batting order and live score updates. They also hoped to evolve their brand presentation on their social channels towards a more refined and sharp aesthetic that was clear, concise and professional.
The team and I worked together to understand where the points of improvement were by discussing pressure points, looking at content performance from the previous seasons and researching the most engaging global sports clubs in order to formulate a clear development strategy. The next step was to produce a set of highly polished, pre-loaded templates with editable content and an assortment of formats for different channels. These templates were the backbone of content creation for the season and were designed to be self contained and highly intuitive so that, in the absence of a designer one of the social media team members could quickly edit and output content.
The design aesthetic was a refinement of the previous season's and placed emphasis on sharp campaign imagery as the visual stimulus with dark elements and clean white overlays for clear communication.
In January 2020, the Heat hit 1.49m interactions on Instagram alone, a full 500k higher than the runner ups, the Melbourne Stars. This level of engagement provides valuable insight into the mindset of their fans and is valuable both online and offline. Within the BBL, the Heat set the benchmark and are capable of generating huge exposure and value for their sponsors which by extension can result in higher earnings for the club.
