The Australian Football League (AFL) is dedicated to promoting the sport through a variety of marketing and community engagement initiatives. As part of this effort, AFL partnered with CulturalPulse to increase awareness of Greater Western Sydney (GWS) Giants AFL matches among multicultural audiences in Western Sydney.
Case Study
AFL's Indian and Chinese communications campaign
Client
The Australian Football League (AFL)
Project
AFL and CulturalPulse drive awareness of Greater Western Sydney Giants among Chinese and Indian communities
The Challenge
The Approach
CulturalPulse launched a 6-week multicultural media and community outreach campaign to boost awareness of the AFL and the GWS Giants, specifically targeting the Chinese and Indian communities in Western Sydney.
- GWS Giants cultural video development, creative advisory, script development, talent screening, selection, and on location direction.
- Develop and translate key campaign messages in-language.
- Delivered customised content for each cultural segment.
- Distributed content to community groups, organisations, and leaders, as well as trusted community media outlets.
1.15 Million
Impressions
265,000
Reach (minimum unique)
6,500
Clicks
The Outcome
- Over 1.15 million impressions in targeted community segments through CulturalPulse network.
- Over 265,000 million reach (minimum unique).
- Over 6,500 clicks to the GWS fan form (minimum trackable).
- Developed 2x short videos and 2x long videos in-language (Mandarin & Hindi) and translation of recordings back to English for English subtitles.
- Messaging reflected the experiences of “First time AFL attendees” rather than “rusted-on fans” and campaign messaging focused on general AFL/GWS to ensure longevity of assets.
- We collaborated with Chinese and Indian community groups, public and private social forums, and trusted community influencers such as Desi Australia, Indian Link, Indus Age to generate community referrals and recommendations.
