Gunn & Moore (GM), a historic cricket brand, needed to modernise its image and reconnect with younger audiences. The brand was perceived as traditional and primarily appealed to an ageing demographic, making it difficult to compete with more contemporary sports brands in an increasingly crowded digital landscape.
We developed the “Be Moore” campaign, a social-first, digital-led strategy designed to reposition GM as a modern and relatable brand. The campaign focused on building community and engagement across platforms including Instagram, TikTok and Facebook.
Three key audience groups were identified, club and school cricketers, regular casual players and occasional participants, enabling tailored messaging and content for each segment. The strategy centred on storytelling, using relatable moments, player stories and behind-the-scenes content to create emotional connections with fans.
User-generated content also played a central role, with challenges and hashtags encouraging players to share their own cricket experiences and become part of the campaign narrative.
- Launched an ongoing multi-platform content series aligned with the “Be Moore” brand platform
- Delivered player-led content including behind-the-scenes access and interactive Q&A sessions
- Activated user-generated content campaigns to drive community participation and engagement
Beyond individual campaign outputs, “Be Moore” established a new digital-first direction for Gunn & Moore, helping the brand build stronger connections with modern cricket audiences and future-proof its marketing strategy.
