Chasing Nothing reposted this
CEO/FCMO @ Mortimer Media / NED @ STADIUUM / 5x Award-winning writer (allblacks.com) / 20+ years Marketing, Events and Media (TNT sports, Compass Group, Super Rugby, Wagamama, IBM) / Sports Pundit, RugbyDAO
This content is so good it makes me want to cry. How to do social and content... ...sports, royalty or anything. Obviously it is the Black Ferns. They're really good. Maybe it is because they don't give a s&$t, but I reckon it is because they are a hyper caring group of Women who bond around each other and this spreads to others. Even Kings. If you don't know who these outstanding Women are, they are the national rugby team of New Zealand. Winners of six of the last seven Women's Rugby World Cups. So authentic, it hurts. While the Ferns have a blockbuster clash with England this weekend, the manner in how they, and other Women's players engage, are putting the sport in a very good space. During the Olympics we saw the potential for this content. Ilona Maher showcased the brilliant off-the-cuff dryness that has made her a social media star. The American Sevens player has a social media following larger than any national rugby union, team or individual (male or female). The Ferns, led by Ruby Tui a couple of years ago, have a Kiwi bluntness without any hint of rudeness or sarcasm that is just lovely to see. Not just for social metrics. But they're sending some beautiful messaging. Even the King can't help but get involved. Women's rugby (and sport) and it's content engines, led by the likes of Rachael Whareaitu, Tara Handa, Libby Boggs, Stella Mills, Jo, Alice Soper, Ali Donnelly and more, are showing how it can be done. Real. Hugs. Behind the scenes prep for a Royal bow. The future, led by these Women, is in a very healthy space. Craig Fenton W C 👽 David Robertson Leanne Bats ᵍᵐ Belinda Moore Charlie Hayter
In an exciting way this demonstrates two worlds combine into one. A production of an experience that for the Black Ferns have embraced but brought their own personality with - and this is something the King has positively embraced. Protocols is one thing - emotional engagement is another. The story that has been told through 90 seconds of content will now transcend into generations who will see the British Monarchy in another light - a light that has been embraced by sport leaders who they look up to.
Nothing but love for those wahine. How good.
Makes me so proud to be a Kiwi. So authentic, so cool and so egalitarian. He may be King, but to these women he could be a brother's mate from down the road. These women are stars and you can see they genuinely care. Never change.
They have been doing an amazing job on the social side. It has been clear for a while that letting the personality of amazing sportswoman shine through is a brilliant recipe for awesomeness.
I love how Ruby calls him "bro" ! She's fantastic, loved reading her book. This content is amazing, so authentic, heartwarming- just feel good, gosh I love sports content!
So good.
Thanks for this James. Absolutely brilliant from Ferns & King alike. Love it.
Very refreshing to see the King give hugs 🤗
This is the very definition of the 'authenticity' that is so often manufactured in social content. I don't know anyone whose heart wasn't captured by this.
Sports Broadcaster. Commentator | Reporter | Story-teller | MC | Media professional
1moTime and again the woman behind this content for the Black Ferns, Black Ferns 7s and All Blacks 7s, who spends hours shooting, editing, concepting and putting this stuff together, who has the absolute trust of the players in those teams but who does this largely on her own with limited recognition from her own organization, let alone in posts like this gets ignored. Rachael Whareaitu is the absolute best in the business and working with the super talent Tara Handa