Electric Ireland’s “Minor Moments” campaign for the GAA & Camogie All-Ireland Minor Championships aimed to strengthen community connections and promote inclusivity, leveraging the GAA’s inherent local pride. Facing a competitive energy market and fluctuating prices, Electric Ireland sought to build brand affinity with families through this sponsorship.
The campaign focused on human-interest stories, utilising earned media, ambassador partnerships with former Minor players, impactful photography, and engaging social media content. A dedicated podcast provided niche targeting and authentic engagement within the GAA community. A multi-channel approach encompassing traditional media, social platforms, and a digital partnership with Balls.ie, ensured broad reach.
Results exceeded expectations, with increased brand association and awareness, particularly for the Camogie Minor Championship. Social engagement saw a 17% increase, and the campaign generated significant positive earned media coverage. While brand association with the GAA fell slightly short of the target, it outperformed competitors.
Despite challenges like the GAA Minor Finals moving from Croke Park, the campaign demonstrated the value of a multi-channel approach, authentic storytelling, and purpose-driven sponsorships. Electric Ireland plans to continue championing inclusivity and community engagement through future GAA-focused initiatives.
