Global rugby union brand, the Barbarians, launch new website
Digital Marketing Executive
28 Jun, 2015
Internationally-renowned rugby union club and long-time clients of Totally, the Barbarian Football Club, have launched their new website.
The Barbarian Football Club – widely known as the ‘Baa-Baas’ – is a British-based invitational rugby union team first established in 1890. A not-for-profit organisation which also has its own charity, the club has developed a proud tradition for elite sportsmanship, attacking rugby, courage, passion and camaraderie.
The club’s latest collaboration with Totally, having worked together on a number of projects since 2008, sees the original Barbarians site redesigned with improved functionality, design, and navigation.
“Our online presence has come a long way since 2008 and we are really pleased with our progress,” says Gordon Brown, the Barbarians’ Honorary Treasurer.
“Our partnership with Totally has allowed us to develop our online offering from being a brochure website to one that has a greater social media focus – helping us to tap into conversations that are happening in the social world and generating more dynamic, timely content.
“It’s a really exciting time for the brand.”
The latest design also sees Totally strengthen the website’s e-commerce functionality, with merchandising sales recognised as a key driver for the club’s growth.
Totally’s relationship with the Barbarians stretches back to 2008, when the club had a very limited online presence. Totally subsequently developed a branded website that combined news, photos and ticket sales with a comprehensive, searchable archive of the club’s history – detailing individual players’ records and documenting the Barbarians’ long-standing legacy.
Following the successful introduction of the website, Totally worked with the Barbarians to develop a social media strategy that would enable newer generations of rugby enthusiasts to engage with the Baa-Baas brand – and allow the club to generate a higher frequency of content, rather than relying solely on news-based reporting of the handful of games the team plays each year.
The club’s Twitter feed, which was initially managed by Totally but is now handled by graduate volunteers, attracted 7,000 followers within the first 72 hours. It now boasts more than 26,000 followers.