When Australia qualified for the World Cup, we took tweets of support sent by celebrity fans with the biggest social followings and grew them in hectares of grass at our farm.

Then, we fed the grass to our merino sheep. After we sheared the sheep we turned this passion-infused wool into cloth for the official team suits, then put them on sale to the public.

Our product and its provenance was the heart of the media idea.

The entire process, from choosing the farm, planting the grass and releasing the sheep into the paddock became personalized content tailored to and driven by each celebrity.

The idea quickly caught their attention and that of their millions of followers. This helped propelled the story into mainstream media, creating unprecedented consumer interest and demand for our suits.

We got the smallest team sponsor the largest share of voice, reaching 32 million people in earned media (it was the largest share of voice of ANY Socceroos sponsor)

74% uplift in suit sales in the following month (highest monthly increase ever).

A 2452% expansion in M.J. Bale’s social media footprint.

15 re-tweets from the official Socceroos Twitter account despite having zero access to this channel in the sponsorship agreement.