As part of our work, we present the strategic approach to Gunn & Moore (GM) in enhancing its brand presence through the “Be Moore” campaign, focusing on a digital-first, social media-driven strategy. The aim was to reach a broader audience while engaging existing customers by leveraging the power of social media.
The primary objectives of the “Be Moore” campaign included positioning GM as a contemporary and relatable brand, engaging both cricket enthusiasts and a wider mainstream audience while building community and brand loyalty through interactive and relatable content.
The campaign represented a significant pivot for Gunn & Moore, focusing on social media engagement and community building. By addressing existing challenges and adopting a fresh, relatable approach, GM aimed to redefine its brand image and connect with a broader audience, fostering loyalty and participation in its community.
This case study illustrates a strategic response to evolving market dynamics, demonstrating GM’s commitment to innovation and audience engagement.
The Challenge
The team faced some challenges in the initial strategy. Firstly, the brand was perceived as outdated, primarily appealing to a shrinking demographic. Additionally, there was a need for more engaging and varied content to connect with younger audiences. Competing with more modern brands for attention in a crowded market also proved difficult.
The Solution
To address these challenges, the team implemented a more comprehensive strategy built around a social-first focus. Shifting to a digital-first approach recognised the importance of social media in reaching today’s consumers, and platforms like Instagram, TikTok, and Facebook were utilised for targeted engagement.
Three key audience segments were identified: club and regular school cricketers, regular casual cricketers, and occasional players, leading to messages and content being tailored to resonate with each segment’s interests and behaviours.
Engagement was driven through storytelling: impactful content was developed that featured relatable moments and stories from iconic players, fostering a connection with the audience. Additionally, user-generated content (UGC) was encouraged through challenges and hashtags, making fans part of the narrative.
The content strategy followed a phased approach, beginning with teasers and evolving into community-focused content, supported by high-energy creative assets that inspired and entertained while reinforcing campaign messaging.
Results
Key deliverables for the campaign included:
- An ongoing content series featuring video and static assets that aligned with the “Be Moore” ethos.
- Player engagement initiatives including behind the scenes content and interactive Q&A sessions.
- User-generated content campaigns that invited fans to share their own cricket moments.
