Challenge:

To elevate the quality, consistency, and impact of its social media output across all platforms.

The objective was threefold:

• Improve the overall standard of social content to a best-in-class level

• Deliver premium, partner-ready content that added commercial value

• Generate direct revenue for the club through sellable content streams

 

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Strategic Execution:

Video-First Match Coverage

Built a dedicated team of videographers and high-level editors to cover every Middlesex CCC fixture during the final three months of the season, ensuring no key moment was missed.

 

Creative-Led Storytelling

Shifted away from reactive highlights only, introducing narrative-driven edits, behind-the-scenes access, player personality pieces, and cinematic matchday storytelling designed for social consumption.

Partner-Integrated Content Streams

Developed bespoke, repeatable content formats tailored for sponsors and partners, embedding brands naturally into the content rather than traditional placements.

 

Commercial Focus

Positioned social content as a revenue-generating asset, successfully selling premium content streams that delivered tangible ROI for partners and unlocked new income for the club.

 

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Campaign Outcomes:

• Awarded Best Use of Social at the Business of Cricket Awards

• 50 million views generated across platforms

• 30,000 new followers gained cross-platform

• Five-figure revenue generated directly through partner content stream.

 

 

Results:

Middlesex CCC transformed its social channels into a high-performance media asset - driving record-breaking reach, industry recognition, and meaningful commercial return, while setting a new benchmark for county cricket digital output.