Wests Tigers, the NRL club, used Campaignware to launch a lead generation campaign for its sponsor Haymes Paint within 24 hours of the first call. Working directly with the brand's team, the club delivered qualified leads for Haymes through mainly organic social, saving thousands of dollars and days of work compared with a typical agency workflow.
The challenge
Haymes Paint is an Australian paint brand shifting its focus from wholesale to direct-to-consumer sales. After a successful campaign in the AFL, it wanted to repeat it in the NRL through its sponsorship of Wests Tigers, a long-time Campaignware client.
- Simplicity. Haymes' marketing team wanted a simple way to produce a proven campaign.
- A strategic shift. Direct-to-consumer engagement is a tough sell for a premium paint brand with less retail visibility than its competitors.
- Results without an agency. Both Haymes and the Tigers wanted results, without the luxury of a fully resourced agency campaign.
- Limited promotion. The campaign would run mainly through organic social.
What they did
The Tigers worked directly with Haymes' brand team, rather than passing every detail through an agency or internal bottlenecks. The club built the campaign in Campaignware and launched it within 24 hours.
- A short form. The campaign captured first name, last name and email for future marketing, while encouraging people to buy paint directly.
- Easy to deliver. The process was simple enough that a team short on time and experience could run it with confidence.
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The results
- Live within 24 hours of the first call, where the club's usual process would have taken a week or more.
- Thousands of dollars and days of work saved, with a sponsor campaign live at a fraction of the usual cost.
- Qualified leads for Haymes Paint, even with limited promotion.
- Much less back and forth, and a better experience for both the club and Haymes.
In their words
“Campaignware understood our partner’s goals from day one, kept everything simple, and made the whole thing stress free. They delivered in one day when it would have normally taken us a week or more.”
Emma Michael, Senior Partnerships Manager, Wests Tigers
“The campaign worked exactly as needed. Campaignware let us bypass so many pain points. We wouldn’t hesitate to offer it to sponsors again.”
Emma Michael, Senior Partnerships Manager, Wests Tigers
“Our friends at the Tigers need quick results and a quicker turnaround. We were more than happy to step in to show that we can bridge the delivery gap between sponsor and rightsholder effortlessly.”
Adam Mussa, Founder and CEO, Campaignware
Key takeaways
- A sponsor campaign doesn't need to be complex or expensive to deliver results.
- Working directly with the sponsor's brand team cuts out slow handovers.
- Fast, transparent delivery builds a sponsor's trust.
Try it for your club
When a sponsor wants leads, your commercial team can build a branded lead generation campaign with the forms template and have it live in minutes. See how clubs and leagues turn campaigns into sponsor assets.