Challenge:

Buffalo Cricket launched in early 2021 with a clear question at its core:

Could a cricket brand be built, launched, and scaled purely through the power of social media and community trust?

 

Born out of lockdown, the challenge was to:

• Test the true commercial value of a 500,000-strong Frisson-owned cricket audience 

• Turn followers into loyal customers, not just viewers

• Break through an overcrowded, heritage-heavy cricket equipment market

• Build credibility quickly without traditional retail or sponsorship dominance

 

Strategic Approach:

Community-First Brand Building

Leveraged years of trust built across owned cricket platforms, positioning Buffalo as a brand created by cricketers, for cricketers.

 

Bold, Disruptive Identity

Developed a confident, standout visual identity and tone of voice that cut through a conservative marketplace and felt native to social platforms.

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Product-in-Play Marketing

Showcased Buffalo products in real match conditions every Saturday throughout the summer, filming club cricketers using the gear in competitive environments across the country.

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Social-First Distribution

Focused heavily on TikTok and Instagram, prioritising authentic, in-use content over polished studio campaigns - allowing performance, not promises, to sell the product.

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Content → Commerce Loop

Designed content specifically to drive conversation, trust, and ultimately conversion—turning engagement into measurable sales.

 

Campaign Outcomes:

• Successfully launched a cricket equipment brand entirely through social media.

• High engagement across TikTok and Instagram, driving consistent product demand.

• Social content directly converted into online sales

• 1,000+ ‘Herd Members’ worldwide, forming a growing global customer community

• Established Buffalo Cricket as a credible, modern alternative to legacy cricket brands

 

Results:
Buffalo Cricket proved that community-led storytelling and authentic product marketing can build a commercially viable sports brand from scratch—turning trust into traction, and followers into lifelong customers, both online and on the field.