TikTok has been a key tool for Sage during their partnership with The Six Nations. During the rebrand in 2022, they quickly established that TikTok’s desire to grow the women’s game perfectly aligned with Sage’s values of Human, Trust, Bold, and Simplify. With the social media platform being the title sponsor of the TikTok Women’s Six Nations, TikTok was identified as the perfect channel for Sage’s sponsorship activity.
The TikTok sponsorship aimed to raise awareness of Sage’s sponsorship status as Official Insights Sponsor of Six Nations Rugby Limited and leverage talent & creators to showcase this. An additional goal was to drive awareness of Sage’s integral role in the sport and how this applies to decision making. In order to do this, Sage ensured to drive brand fame and engage key audiences during peak moments throughout the tournament and drive traffic to the search hub.
To achieve this, Sage initiated a Search hub sponsorship, Smart ball TikTok Insights page, Editorial content partnership, TopView and In-Feed ads which allowed Sage to drive awareness of the campaign with key audiences. The Content Creators series saw 31 pieces of content filmed with various rugby influencers. This generated over 77 million video views produced in collaboration with Sage.
