SPORT & EVENTS
HURRICANES RUGBY
Achieving 1,528% ROI and Managing 270k Followers
Google Ads
Analytics
Social Media
Google Tag Manager
1,528%CAMPAIGN ROI
KEY METRICS
The Numbers ThatMatter
270k
Followers Managed
100k+
Fans Reached
1,528%
Campaign ROI
THE CHALLENGE
TheChallenge
The Hurricanes needed a better way to understand their digital strategy and metrics to uncover new insights and engage fans more effectively. As one of NZ's premier Super Rugby franchises, based in Wellington, the club faced the challenge of converting passionate support into measurable digital engagement and membership sales.
With over 270,000 social media followers and a fanbase spread across the lower North Island and beyond, the Hurricanes needed more than gut instinct. They needed a data infrastructure that could track the full customer journey from initial awareness through to membership purchase.
The competitive nature of professional sport in Aotearoa New Zealand meant every marketing dollar needed to work harder, particularly during the critical pre-season membership drive.
OUR STRATEGY
The ParadigmApproach
Aro Digital partnered with the Hurricanes to create a refined, data-driven approach to their 2019 membership sales campaign. The strategy centred on full-funnel measurement and real-time optimisation, ensuring every touchpoint was tracked and every dollar accountable.
Using Google Tag Manager and Google Analytics, the team tracked valuable actions across membership pages, installed conversion tracking, created a transaction data layer for revenue attribution, and built a Google Data Studio dashboard to visualise performance in real time.
Google Ads
Analytics
Social Media
Google Tag Manager
1
Audit and Discovery
Comprehensive review of existing digital assets, social channels, and membership conversion funnels.
1
Measurement Architecture
Installed GTM, configured event tracking, built transaction data layer for full purchase journey.
1
Campaign Launch
Deployed targeted Google Ads with audience segmentation by geography and engagement level.
1
Dashboard and Optimise
Built live Data Studio dashboard for real-time visibility, agile budget shifts and creative iteration.
THE OUTCOME
TheResults
The campaign reached over 100,000 fans and achieved a remarkable ROI of 1,528%, demonstrating the transformative power of data-driven strategy in sports marketing. By moving from intuition-based to measurement-based decision making, the Hurricanes unlocked significant value from their existing digital audience.
The data infrastructure built during this engagement continued to deliver value beyond the initial campaign, providing the Hurricanes with ongoing insights into fan behaviour and content performance.
Campaign ROI
1,528%
Fans Reached
100k+
Followers Managed
270k
Aro Digital transformed our understanding of digital performance. The data infrastructure they built gave us real visibility into what drives membership sales.HURRICANES RUGBY, WELLINGTON NZ
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SERVICES USED
Paid AdvertisingGoogle Ads, paid media →
Analytics & AttributionGA4, GTM, Data Studio →
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