Powerful

and commercialLY SUCCESSFUL

AFLW: Kicking Off a
New Era in Sport
and Culture.

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“A crowd of 25,000 people watching women playing football, we'd like to see that.And we did.”
abc.net.au

  • 25,000 opening night

  • 76% INcrease in NEW AUDIENCE

  • 80% INCREASE GRASS
    ROOTS

In 2016, the Australian Football League (AFL) embarked on an ambitious journey to establish a professional women's competition, culminating in the successful launch of the AFL Women's (AFLW) league in 2017. Recognizing the challenges ahead, the AFL enlisted the expertise of communications and brand strategist Bec Brideson to collaborate with a small marketing team, aiming to bring AFLW to market despite limited resources and support.

Strategic Actions:

  • Internal Alignment: Bec facilitated workshops to delve into the AFL's internal culture, identifying potential risks, opportunities, and areas of resistance from an operational standpoint.

  • Insight-Driven Campaign: Leveraging market research and specialised methodologies, she crafted a campaign strategy designed to resonate with all Australians. The focus was on the 125-year heritage of women's involvement in football, the influence of women in media and sport, and endorsements from iconic Australian figures.

  • Comprehensive Brand Communications: Bec developed and executed brand communications, including television commercials and social media videos, to generate buzz and engagement.

Remarkable Outcomes:

  • Historic Inaugural Match: The AFLW's debut game attracted an unprecedented crowd, leading to a stadium lockout where the CEO had to address eager fans using a megaphone. abc.net.au

  • Audience Expansion: By the end of the first season, there was a 76% increase in the new audience base ( mostly women who had never been to a game before) and an 80% rise in grassroots club level participation.

  • Attraction of Major Sponsors: In the second season, AFLW secured significant sponsorship deals, with numerous new sponsors eager to connect with the burgeoning audience.

This success was achieved through a committed, all-hands-on-deck approach, maximising a modest budget and limited resources. By rallying external experts and internal champions, the team delivered outstanding results, solidifying AFLW's place in Australia's sporting landscape.
 

SHEBAH: BUILDING A BRAND MOVEMENT

  • $3m SUCCESSFULLY RAISED IN 1 MONTH

  • created, executed and in market in 4 weeks across platforms
    of SOCIAL, EDM and EXISTING SUBSCRIBER BASE

  • Achieved An unprecednted record in australia for CROWDFUNDING

In 2019, I was a Board Advisor and also the creative agency launching the campaign for Shebah, Australia's first women-only ride-sharing platform. We achieved a significant milestone by raising $3 million through an equity crowdfunding campaign.
This accomplishment not only provided the company with essential growth capital but also set a new record in Australia's equity crowdfunding landscape.

Campaign Highlights:

  • Fundraising Achievement: Shebah successfully reached its $3 million target within a month-long campaign, marking the largest amount raised under Australia's then-new equity crowdfunding regime.

  • Investor Demographics: The campaign attracted over 2,100 investors, with a remarkable 94% being women. This level of female participation was a significant achievement based on string audience understanding and targeted comms.

  • Media Coverage: The success of the crowdfunding campaign garnered significant media attention, with coverage from outlets such as The Financial Revue, SmartCompany, Women's Agenda, and StartupDaily. These publications highlighted Shebah's innovative approach and the strong backing from female investors.

Impact of the Campaign:

The funds raised were earmarked for technological enhancements, marketing efforts, and expansion plans, including potential moves into international markets like New Zealand and Malaysia.

Founder George McEncroe emphasised the importance of community involvement in the campaign, expressing a desire for drivers and passengers to share in the company's growth and success.

Shebah's crowdfunding success not only provided the necessary capital for expansion but also demonstrated the power of community engagement and the potential of equity crowdfunding as a viable fundraising avenue for startups, especially those addressing specific market needs.

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