Published by Sue Johns-Chapman
Published Date 03.10.2024 
Another Concept is incredibly proud to have won a duo of major awards at the recent Global Search Awards in Kraków, in recognition of our campaign work with RugbyPass for the 2023 Rugby World Cup.
Four of the Another Concept team were in attendance, alongside a contingent from RugbyPass, for what was an incredible event and a real spectacle. But to then come away with two wins for the ‘Best Use of Content Marketing: Small’ and ‘Best Use of PR in a Search Campaign: Small’ – and to celebrate this with our client there and then – was a truly monumental occasion for us.
As a company that’s still in our first year of business, we were initially a little apprehensive about going up against well-established global brands like H&M, PureGym, and Disney. However, after being named double winners, it’s demonstrated that we do indeed have the credentials, expertise and abilities to compete on the world stage. It also paid testament to all our hard work and the fantastic results we achieved alongside the RugbyPass team.
One of our Co-Founders, Tom Brook, who leads our content marketing efforts, spoke about achieving this massive feat in our company’s first year:
“I’m over the moon to have been involved with such a successful, and now award-winning, campaign with the RugbyPass team. We all worked tirelessly over the course of the Rugby World Cup and it’s incredibly rewarding to see our achievements recognised like this on an international scale.”
Our Award-winning Campaign Work
Our RWC 2023 campaign had the aims of increasing RP’s organic traffic and the awareness of RugbyPass TV, generating sign-ups, gaining PR coverage and improving the quality of on-site, SEO-led content.
Our team, who all have varying specialisms, pooled together our knowledge of innovative Digital PR, Technical SEO, and first-rate and interactive content creation, all with a flawless, joined-up strategy behind it that ultimately helped us to achieve our shared goals.
The campaign’s key results included:
- Organic sessions up 600% vs Japan RWC 2019
- 150,000 sign-ups for RugbyPass TV
- Over 80 pieces of coverage across major news outlets
- Over 900 page 1 positions for search terms relating to the ‘Rugby World Cup’
Tom Rendell, Head of Product at RugbyPass, shared his views on the awards and what it meant to their team:
“We’re absolutely delighted to have won these two awards. It’s incredibly satisfying to see all the hard work the team put into these campaigns to be recognised like this on the global stage and lauded by the judging panel. This level of content quality is something we strive for here at RugbyPass across all our channels and I believe this is just the start of many more awards to come.”
