The Context
The NRL needed to grow junior participation through League Stars—requiring creative that resonates with both kids and the parents who decide.
The risk: capturing attention without converting to sign-up.
A case study with NRL League Stars
The NRL needed to grow junior participation through League Stars—requiring creative that resonates with both kids and the parents who decide.
The risk: capturing attention without converting to sign-up.
What excites kids isn’t what convinces parents.
Participation is driven by a balance of fun, confidence, and trust—where creative must appeal emotionally to kids while signalling safety, value, and credibility to parents.
We tested the creative with parents and children—separately and then together in a tandem focus group set up with 2 moderators—to capture both individual and shared reactions.
This approach uncovered what drives engagement, reassurance, and decision-making.
Pinpointed the creative elements that connect with both audiences.
Identified clear opportunities to strengthen the concept and brand positioning.
Delivered a focused optimisation plan—shaping a more compelling, conversion-ready launch for League Stars.
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