Organic TikTok Views
Average Views Per Video
Followers Gained In 2 Months
YEAR / 2022
NRL
Organic Social
Video Editing
Digital Marketing
Strategy
Content Creation
As TikTok emerged as a dominant social platform, the National Rugby League (NRL) utilised Baseline's services to establish its presence, aiming to engage a younger, tech-savvy audience while showcasing the excitement of rugby league.
The Challenge
The NRL, a seasoned organisation with a strong brand identity and established social media strategies, faced a unique challenge in transitioning to TikTok. The platform’s raw, unfiltered nature contrasted with the polished approach traditionally used by the league. The challenge lay in adopting TikTok’s distinctive style while staying true to the NRL’s brand values and identity.
What We Did
Baseline collaborated with the NRL to develop a comprehensive TikTok strategy, leveraging trending sounds, viral concepts, and platform-native content styles.
Strategic Content Creation: Produced over 200 custom TikTok videos using Adobe Premiere, tailored to align with emerging trends and designed for high engagement.
Platform Integration: Ensured the content resonated with TikTok’s community while maintaining the NRL's professional branding.
Trend Optimisation: Adapted to TikTok’s fast-evolving landscape by actively monitoring trends and iterating on content accordingly.
Outcome
The results surpassed all expectations, cementing the NRL’s position as a leader in sports content on TikTok:
Achieved 80 million views on the NRL TikTok channel, with an average of 400,000 views per video.
Garnered 200,000+ followers within the first two months post-launch.
Amplified global reach as international media titans like House of Highlights (70M+ followers) and SportsCenter/ESPN (75M+ followers) shared the content.
This exposure brought rugby league to new audiences worldwide, significantly enhancing the NRL's visibility and brand recognition on a global scale.
Final Word
The NRL TikTok Launch exemplifies the importance of adapting to emerging platforms and embracing their unique culture. By working with Baseline to create innovative, community-aligned content, the NRL successfully engaged a new generation of rugby league fans and expanded its international footprint.
