Electric Ireland has sponsored the GAA All-Ireland Minor Championships since 2012 and the Camogie Minor Championships since 2023. Through their #ThisIsMajor campaign platform, Electric Ireland created ‘Parent POV’. This short-form, social-first content series spotlighted the unsung heroes of the GAA – the parents. Its aim was to differentiate in a cluttered sponsorship environment, foster deep audience connection, and increase platform awareness, directly addressing the business need for customer retention and acquisition.
This authentic, multi-episode series showcased parity across Camogie, Football, and Hurling. It leveraged intimate, behind-the-scenes storytelling to build genuine emotional connections. Strategic multi-channel distribution, including a key Balls.ie partnership and targeted paid media, ensured widespread reach and engagement. Varied content lengths were utilised to suit consumer habits, complemented by an existing earned media approach.
The campaign delivered exceptional results, meeting and exceeding objectives. It generated over 8.2 million views, 11.3 million impressions and 3.9 million reach. Brand consideration among GAA fans rose by 6% to 23%, and brand association increased by 5% in GAA and 2% in Camogie. These metrics demonstrate significant message penetration and improved brand health.
‘Parent POV’ successfully boosted brand value, deepened community engagement, and reinforced Electric Ireland’s core values of trust and care. Key learnings confirmed the power of authentic, emotional storytelling. This success provides a strong foundation for elevating content in future campaigns, further strengthening Electric Ireland’s deep connection within Irish communities.
