The Intro:
We’re all about squeezing out the best of branding strategies, and it’s clear that TikTok marketing has become a vital part of our toolkit. When Rugby Bricks was looking to expand its market to South Africa, a country where rugby is deeply rooted in the cultural fabric, they trusted us to tap into TikTok for them.
Visit the Rugby Bricks TikTok Profile
The Client Overview
Rugby Bricks, a company renowned in New Zealand for its premium quality rugby kicking tees, aimed to expand its market to South Africa. Rugby Bricks ZA was born through the partnership with Mike De Beer as the SA Distributor and us as their marketing counter parts. Rugby Bricks tees are endorsed by top goal kickers in SA such as Chris Smith (Blue Bulls), Curwin Bosch (Sharks), Jordan Hendrikse(Lions) and Manie Libbok (Stormers/Springboks), to name a few.
The Objective
Our main goal was to introduce and establish Rugby Bricks ZA on TikTok. Having already achieved great success on Instagram and Facebook, we aimed to tackle TikTok marketing to capture a younger, dynamic audience. TikTok currently has a whopping 17.46 million users aged 18 and up. That’s a huge chunk (over 43%) of the adult population!
The Strategy
TikTok marketing isn’t just about showcasing content; it’s about making meaningful connections. We chose a strategy centred around regular, organic posting.
Our objectives were:
- To create a page that felt personal and authentic and encouraging players to get better and newbies to jump in.
- Create a high level of viewer interaction and keeping our followers coming back for more juicy, inspiring content.
- Showcasing real stories and personal triumphs with Rugby Bricks products, highlighting user-generated gems that show the true impact Rugby Bricks has on games and the players themselves
We had seen from Instagram that people were keen to share their own high-quality content and experiences with us.
As of 2024 Tik Tok is the third most used social platform in South Africa, just behind Facebook and Whatsapp. However, people are spending more time on Tik Tok than they are on Facebook and Whatsapp. The average engaged user spends approximately 27 hours per month on Tik Tok. That’s a lot of hours…
The Execution
We employed a mix of user-generated content;
- Pro- and amateur players working on their game
- Tutorials/tips from Peter Breen at Head Office
- User generated content from people practicing and using our tees to improve their game
Posts were high-quality, high impact and driven to demonstrate the real-world success of Rugby Bricks.
Measuring Success in TikTok Marketing
- TikTok Growth: Since we kicked off in April 2022, the account grew to 3 809 followers with over 28 700 likes.
- Engagement: Since the start of this year, we’ve reached over 83 499 unique users and captured over 155 600 video views. Plus, with over 7 690 likes and 79 shares, it’s clear our content is hitting the mark.
- Viral Impact: One of our videos soared to ‘mini viral’ heights with over 221 200 views! And that’s not a one-off – several other videos have snagged views in the range of 20 100 to 54 900.
- Website Traffic (Year-to-Date): All this buzz has translated into 47 clicks straight through to the Rugby Bricks ZA website, proving that the Tik Tok platform isn’t just for show—it’s driving real action.
Overall Sales Impact: This consistent, organic engagement isn’t just about getting likes—it’s boosting our sales, big time. It’s clear proof that when you mix the right content with the right strategy, you really can squeeze a lot more juice from your social media efforts.
Conclusion
Rugby Bricks’ ongoing TikTok engagement highlights how a focused content strategy that includes high quality content creates community interaction and builds a strong brand presence which in turn drives sales. Our approach to using authentic UGC created real connections that resonated with the audience, ultimately contributing to the brand’s vibrant growth in the South African market.
Top 6 Tips To Improve your TikTok Reach
- Stay Fresh: Regularly update your content to keep your audience engaged.
- Mix Flavors: Use a variety of content types to cater to different tastes.
- Cultivate Your Garden: Foster a community by encouraging user interaction and UGC.
- Juice Up Your Hashtags: Make the most of trending hashtags to increase your content’s reach. But don’t just follow the trends—try creating unique, brand-specific hashtags that can become your signature.
- Harvest Data: Utilise analytics to understand what works and what doesn’t, then refine your strategy accordingly.
- Press for Success: Convert engagement into actionable outcomes like website visits and sales.
These tips can help you further refine your TikTok strategy and ensure your content remains as fresh and engaging as possible!
Ready to score big with your brand on TikTok? Let’s chat!
Whether you’re a seasoned player or just stepping onto the field, The Juice Creative is here to help you harness the power of TikTok marketing. Together, we’ll craft a winning strategy that’ll have your audience cheering for more.
Don’t miss out on the juicy opportunities waiting for you. Get in touch today and let’s start squeezing every drop of potential out of your social media game!
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