Challenge:
The County Championship remains one of the purest formats of the game, yet faces the ongoing challenge of capturing attention in a short-form, digital-first world.
The objective was simple but ambitious:
Use the power of social media storytelling to help grow interest in red-ball cricket
Showcase the drama, skill, and culture of the County Championship to a modern audience
Create content that appealed to fans and delivered value to clubs and players
Strategic Approach:
Independent, Passion-Led Project
This was a project undertaken off our own accord, driven by a genuine belief in the format and its future.
ECB Accreditation
Secured official accreditation from the England and Wales Cricket Board, enabling us to capture and distribute matchday content at County Championship fixtures.
Distribution at Scale
Leveraged a 500,000-strong cross-platform audience, ensuring content reached well beyond traditional county cricket circles.
Social-First Storytelling
Focused on moments that resonate digitally:
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Bowling spells and batter duels
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Player personalities and routines
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Atmosphere, rhythm, and nuances of multi-day cricket
Collaboration-Ready Output
Produced content designed not only for our own channels, but also for county clubs, players, and partners to collaborate and redistribute.
Campaign Outcomes:
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600+ photos captured across fixtures
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28 Reels produced and published
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500,000+ views generated across platforms
Collaborations with: -
County clubs
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Professional players
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Cricket bat manufacturers
Results:
This initiative demonstrated that with the right creative lens, the County Championship can thrive on social media. By blending authenticity, access, and scale, red-ball cricket was reintroduced to a wider audience - helping modernise perception while preserving the essence of the format.
