Challenge:

As sector experts in women’s sports, Whistle was briefed to ensure Allianz Premier 15s side Worcester Warriors established its independent presence and increased fan engagement after the club came out of administration. 

Solution:

Whistle, alongside the team’s content creator, implemented and supported a channel strategy for Twitter, Instagram, Facebook, LinkedIn, YouTube and TikTok. 

It focused on re-engaging the Worcester community and expanding national interest for the women’s side after the main club went into receivership.

Community engagement developed with a range of initiatives including Warriors Champion, a scheme for fans to nominate individuals who shared the spirit of Warriors, a comprehensive fan community management initiative to ensure two-way dialogue to address fan concerns from those who had not embraced new ownership, an all-new club newsletter, and the creation of engaging multi-platform content in collaboration with players. 

Our campaign secured a 10% increase in followers across all Worcester Warriors channels (close to 20K overall) and an average platform engagement rate of 9% – well above the 1-5% industry standard average, demonstrating early success for the new strategy.