“In the Blood” Social Campaign
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“In the Blood” Social Campaign

Attracting the next generation of fans to the club, creating young ambassadors by using the power of ‘native’ marketing.

“In the Blood” Social Campaign
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“In the Blood” Social Campaign


The Brief

Gloucester Rugby has an incredibly passionate and dedicated supporter base – unlike anything I’ve come across. We want to ensure we honour that passion with our existing supporters while crucially, encourage that same fandom amongst younger audiences for the long-term growth of the club. We’re excited to work with PinPoint on bringing that ambition to life.”

Nicol McClelland, Head of Marketing for Gloucester Rugby.

“In the Blood” Social Campaign


The Challenge

The first campaign named ‘Heartbeat’ will be inspired by the audience themselves, highlighting the experience of the club through the lens of their young supporters at Kingsholm Stadium. A regular drumbeat of content by fans, capturing what it feels like to have Gloucester ‘In the Blood’.  

Creators will have the opportunity to receive tickets to selected matches, access behind the scenes, and may even get the chance to meet some of the Gloucester Rugby players.

“In the Blood” Social Campaign


The Outcome

Kicking off the campaign, fans across TikTok and Instagram in Gloucestershire will be asked to submit content to show why they should be a brand ambassador for the 22/23 season. To submit your content or take part please head over to https://www.gloucesterrugby.co.uk/news/calling-all-content-creators

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Project details

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“In the Blood” Social Campaign