MATTA x rfu Campaign RecogniSed by Meta for Outstanding Digital Results
A campaign created by MATTA for the Rugby Football Union (RFU) has been recognised by Meta as an official case study, following standout performance across key brand metrics.
“For The Girls”, launched ahead of the England Red Roses’ home Rugby World Cup 2025, delivered a +21.5% uplift in brand awareness, a +9.8% increase in agreement that rugby is a sport for young girls and women, and a 23.5-point lift in ad recall – results strong enough for Meta to showcase the work as best-in-class.
Developed in partnership with the RFU, the campaign set out to do more than drive support for the world’s leading women’s rugby team. It aimed to challenge perceptions of the sport and inspire a new generation of girls to see rugby as something that could belong to them.
At the heart of the multi-media campaign was an emotionally resonant hero film, featuring the authentic voices of the Red Roses themselves. The film celebrates the past, present and future of women’s rugby – honouring the pioneers who paved the way, spotlighting the current world champions, and championing the young girls now inspired to pick up the sport.
The recognition from Meta underscores the campaign’s ability to combine cultural impact with measurable results, proving the power of creative that’s built to move both people and metrics.
