England’s Rugby World Cup Shirt Is #LaunchedByTheLoyal

England’s Rugby World Cup Shirt Is #LaunchedByTheLoyal

By myclever™ Agency

In our weekly round up series, we’re taking a look at England Rugby’s #LaunchedByTheLoyal campaign.


England Rugby

Sports and social media are making strides in their symbiotic relationship. Most teams are bringing their substantial marketing weight onto digital platforms. England’s national rugby team is no exception.

England Rugby has embraced social marketing campaigns, especially in the build up to the Rugby World Cup 2015.

England Sevens stars have collaborated with Disney, other players have fronted the Marriott Hotels’ #ReuniteWithMe campaign, while VisitEngland are searching for the #HomeOfSport in the 100 day countdown to the tournament’s launch.

England Rugby has over 1.4 million Facebook likes, 413,000 Twitter followers, 112,000 Instagram followers and over 42,000 YouTube subscribers.


In preparation for the 2015 Rugby World Cup, England have redesigned their recognisable white jersey. If things go as well as 12 years ago, it might be as iconic as the design worn by Martin Johnson and company.

To celebrate the new shirt – provided by Canterbury – England Rugby teamed up with Thunderclap to give fans the chance to be the first to share exclusive images.


Be the first to launch England’s Rugby World Cup shirt. Click to commit: http://ow.ly/Ot7VZ

Posted by England Rugby on Thursday, 18 June 2015


Rugby fans were invited to sign in with their chosen social channel, giving permission for the web app to write on their behalf when the unveiling occurred. People had the option to include their own, custom message.

According to the #LaunchedBytheLoyal Thunderclap site:


On  July 6th, 3,663 loyal fans made the announcement on behalf of England Rugby – myself included:


Swing Low!

Posted by Thom Petrucci on Monday, 6 July 2015

This generated an organic reach of nearly 2 million, according to Thunderclap.


The campaign has ben true to its word, as most of the 3878 mentions online will be the 3,663 members of the public that signed up to launch the new shirt.

Screen Shot 2015-07-16 at 16.41.29

Despite the 2014 World Cup success of the England Women’s team, the campaign has engaged three times as many men as women.

Screen Shot 2015-07-16 at 16.41.21

Perhaps the largest surprise our data held was that the campaign has been picked up quite well in the States. America’s rugby game is on the up, partially as a result (we suspect) of ex-pats who refuse to don the scaffolding and face paint of American football.

Screen Shot 2015-07-16 at 16.41.03


The shirt was launched to social media during a live event at Twickenham, and was supported by a number of squad members, as well as influencers including singer Ella Eyre and The Red Devils who teamed up with Canterbury to create the skydive video above.

This video was shared on YouTube, as well as through Facebook and Twitter’s native video formats. Pictures were shared across England Rugby’s social channels, each post enjoying high engagement.

A photo posted by England Rugby (@englandrugby) on

Canterbury were even on the front foot, utilising Twitters recently introduced auto-play GIFs, to bring this simple but beautiful banner to their followers.


The leading ethos behind England Rugby’s relationship with their fans is inclusivity and involvement.

Using hashtags like #CarryThemHome and #WearTheRose, the national setup is creating more than just a fanbase. They’re creating a rugby family, from grass-roots to the elite of the Rugby World Cup squad.

What #LaunchedByTheLoyal did was give proud England fans the chance to become spokespeople for their team. Their advocacy demonstrated just how much they love their team, ahead of this years tournament on home soil.

Over To You

What do you think? Have you spotted a clever campaign?

This post was written by myclever™ Agency

Exceptional marketing is driven by human insight. myclever™ Agency craft beautiful, useful and engaging experiences with social media at the heart.