How GWS Used Social Media To Build Its Brand

How GWS Used Social Media To Build Its Brand
SHARE
THIS



When the AFL first announced the Greater Western Sydney Giants would be joining the competition, there wasn’t much going for the young club.

It was to be headquartered in the middle of the NRL’s heartland, there were no players, no fans and only a handful of staff.

But given the year was 2009, what the club did have on its side was social media.

While the other AFL clubs were in the process of bringing their fans onto various different platforms, GWS had a ready-made digital community to help begin the enormous task of building a brand from scratch.

“I think it has helped for us that our club began in the era of social media, as we haven’t had to shift communication or narrative greatly as the existing clubs would have,” GWS Giants social media co-ordinator Susie Giese.

“We’ve had a presence on social media since we began, and haven’t had to migrate the main points of club news and communication for our fan base.

Fast-forward a decade and the club is preparing for its inaugural Grand Final this Saturday.

And while GWS’s meteoric rise on the field has been well-documented, it is also important to note the growth of the GWS Giants as a brand over the years.

GWS was one of the founding teams in the AFLW competition in 2017 and has now amassed 30,000 members.

It has also formed a strategic partnership with GIANTS Netball in the Super Netball League.

According to Giese, this growth has been aided by the club’s open approach to sharing with their supporters on social media.

“Our fans have been able to get inner-sanctum access and news at their leisure, and for a club, the use of Facebook, Instagram and Twitter has helped us present our personality and values, which I believe has helped us establish our identity much quicker than if we had been a club trying to establish ourselves in the pre-social media era,” she said.

View this post on Instagram

Big, BIG Sound ??? #NeverSurrender

A post shared by @ gwsgiants on

The ‘plastics’

While many have described the young club as ‘manufactured’, Giese said social media allows the club to show its authenticity.

“There are a lot of misconceptions about this club externally – people calling us ‘plastic’ and saying we have no culture,” she said.

“This couldn’t be further from the truth. Social media is the perfect vehicle for us to really show who we are, and what we stand for.

“We’ve seen a lot of the sentiment change, and more people get on board or at the very least develop respect our club and players – thanks to the videos and content we’re able to share on social media.”

The club’s YouTube channel has been particularly effective for connecting players and fans, according to Giese.

Content on the channel varies from behind the scenes insights, match highlights or light-hearted player interviews.

All of this has helped swing public sentiment around the club and showcase some of the “unique” personalities that shape the club, said Giese.

Bigger is better?

While the media & communications team has had to rejig the social media strategy as the club has grown, it has never been about ‘going viral’.

GWS’s 78.8k followers on Instagram is relatively humble when compared with its Grand Final competitors the Richmond Tigers, who have over 225k fans on the platform.

“A point of difference for us on social media is that rather than chasing likes and huge follower numbers – although that’s always nice – is that our focus has always been on quality engagement with our fans,” Giese explained.

“We aren’t chasing meaningless numbers, but want to build a meaningful relationship with our followers online.”

 

Please login with linkedin to comment

GWS Giants Instagra Social Media

Latest News

me&u Appoints Clementine Churchill To Head Of Marketing
  • Marketing

me&u Appoints Clementine Churchill To Head Of Marketing

me&u, Australia’s first and leading mobile ordering and payment platform, has appointed Clementine Churchill as Head of Marketing as they continue to drive rapid growth and expansion in Australia and new international markets. A highly experienced marketing leader and recognised industry thought leader, Churchill joins me&u from My Muscle Chef, one of Australia’s top rated […]

MILO Asks Fans To Compete To Win #TheMILOCup In New Campaign Via Ogilvy
  • Marketing

MILO Asks Fans To Compete To Win #TheMILOCup In New Campaign Via Ogilvy

MILO is on the search for Australia’s best made MILO, calling on fans to share their creations for the chance to win #TheMILOCup, via Ogilvy Sydney. This integrated campaign follows on from the success of last year’s ‘Hot v Cold’ campaign, which encouraged Aussies to settle the debate on whether MILO is best enjoyed hot […]

New ANZ Research Shows That LGBTQ+ Visual Representation Relies On Stereotypes
  • Advertising
  • Marketing

New ANZ Research Shows That LGBTQ+ Visual Representation Relies On Stereotypes

New research from Getty Images, a world leader in visual communications, has found that LGBTQ+ representation in ANZ remains low and stereotypical. It’s 2021 – this needs to change – especially in marketing and advertising. In partnership with GLAAD, the LGBTQ+ media advocacy organisation, Getty Images has launched a full-spectrum Guidebook in direct response to […]

Dir David Attenborough’s Life Stories Launches On LiSTNR
  • Media

Dir David Attenborough’s Life Stories Launches On LiSTNR

Natural historian Sir David Attenborough is one of the most commanding and respected storytellers in the world and now the iconic series, David Attenborough Life Stories, is available on LiSTNR as part of SCA’s recently announced partnership with the BBC. David Attenborough Life Stories is a series of talks on the natural histories of creatures and […]

Menulog Makes Key Marketing Promotions
  • Media

Menulog Makes Key Marketing Promotions

Menulog has doubled down on its marketing support for restaurant partners, with the promotion of Senior Marketing Manager, Rami Tamer, to a newly created role of ‘Head of Partner Marketing’, as well as the promotion of former-Blue 449 Performance Manager, Jaryd Buggins. In the new Head of Partner Marketing role, Rami will lead a team […]

Barry Drinkwater Leaves ARN Brisbane After 28 Years, Will Hand Over Reins To Alisson Longhurst
  • Media

Barry Drinkwater Leaves ARN Brisbane After 28 Years, Will Hand Over Reins To Alisson Longhurst

ARN has announced Barry Drinkwater will be handing over his content director reins at 97.3FM and 4KQ to respected radio executive, Alisson Longhurst. Drinkwater has had a stellar career in radio spanning more than four decades, and was acknowledged as one of Australia’s Top 20 Content Directors by Radio Today in 2020. He began his radio career […]

Australian Radio Industry Joins Global Working Group On Android Automotive
  • Media

Australian Radio Industry Joins Global Working Group On Android Automotive

The Australian commercial radio industry has joined a global working group of broadcasters, carmakers and tech experts collaborating on the innovation of radio in Android Automotive. Android Automotive is Google’s infotainment operating system which is being built into new connected cars. Industry body Commercial Radio Australia is part of the working group, led by the […]

Triple M’s No Talk Day Returns To Inspire Conversation Around Men’s Mental Health
  • Media

Triple M’s No Talk Day Returns To Inspire Conversation Around Men’s Mental Health

For the third consecutive year, Triple M’s No Talk Day will return on Thursday July 1 to raise awareness around men’s mental health and encourage courageous conversations on Triple M’s 45 stations across the country with support from partner Beyond Blue.  From 6:00am – 6:00pm on July 1, Triple M is encouraging listeners to clear […]

Businessman using tablet payments online shopping with speed icons customer and data network connection on virtual screen.
  • Marketing

62% Of Shoppers Doing Most Of Their Purchases Online: BigCommerce And PayPal Report

Consumer shifts in how and where people buy products evolved significantly during the COVID-19 pandemic, creating new opportunities for retailers to use new channels, fulfilment strategies and payment options, according to the results of a new survey out today from BigCommerce and PayPal. While a majority of the 3,000 consumers surveyed from the United States, United Kingdom […]

New Talent Agency, Liquorice Plants Roots In NZ
  • Marketing
  • Media

New Talent Agency, Liquorice Plants Roots In NZ

The brainchild of co-founders Gina Williams-Folau (main photo) and Greer Bland, the talent agency Liquorice was born out of a desire to make things easier for brand managers. Liquorice offers social talent for brands wanting to hit the sweet spot with Kiwi audiences. Launching with a roster of big names on board including Millie Elder-Holmes, Athena […]