Multi-Phase Campaign Using Sponsorship IP to Build Trust, Sentiment, and Create Valuable Conversion Opportunities Through Remarketing

Rights holder/Client: Cricket Australia & insurance partner NRMA Insurance.

Objective: Build awareness, engagement, and conversion using their partnership with Cricket Australia during the 2024/25 Australia vs India NRMAI Test Series

Solution: A full-funnel video-led campaign focused on:

Driving awareness of NRMAI’s sponsorship

Amplifying NRMAI’s branded content

Driving applications to NRMAI’s Summer Grants for local cricket clubs

Retargeting content engagers with product & insurance offers

Results: Throughout the campaign:

CTRs ranged up to 4X

Delivered a 2X more efficient CPC compared to NRMAI benchmarks

Successfully engaged an elusive, younger demographic