Smiling woman with a ponytail in a pink sports shirt holds up a cricket bat in front of a blue studio backdrop
Submitted by Coolr

Great Days Out with Compare the Market

Coolr built a social and influencer led sponsorship activation for Compare the Market around The Hundred, and the agency reports 48.9M TikTok views.

27.8KFacebook views
32.6KInstagram views
48.9MTikTok views
12.9Minfluencer impressions (paid + organic)

Case in 60 seconds

Compare the Market held principal sponsorship of The Hundred across the men's and women's tournaments, and the difficulty was activating that sponsorship on social so it resonated with young families rather than reading as rights signage.

The campaign appears to turn on families judging a match day as a day out rather than as a sport, so cricket had to be reframed around the experience of attending, which is what family creators were positioned to show.

Coolr positioned cricket as a family first experience and built the sponsorship as a social and influencer led activation, so the partnership lived online and in stadium rather than through traditional sponsorship assets.

Family creators attended games across every stage of the tournament and captured the day through Reels and TikTok vlogs on Instagram, TikTok and Facebook, while mascot led content, fan vox pops, limited edition Sergei toy moments and player led content carried partnership awareness.

Coolr reports 48.9M TikTok views, 32.6K Instagram views and 27.8K Facebook views, alongside 12.9M influencer impressions (paid + organic), with no breakdown given between the paid and organic halves of that last figure.

Strategy Breakdown

Families, and young families in particular, whom Compare the Market wanted to win with by showing up in culture.
Cricket reads as a sport to follow rather than an outing to book, so Coolr states the work had to reframe it as the ultimate great day out for audiences who were not already committed to the game.
A price comparison brand has no natural claim on a cricket tournament, so the page describes landing partnership awareness through mascot, toy and player content rather than through sponsorship messaging that would have felt forced.
Compare the Market is positioned as a facilitator of memorable, family friendly days out, which places the brand alongside the experience rather than inside the sport.
Based on the available evidence, the work assumes families respond to another family's account of a day out, which is why creators attended matches and filmed the energy of the day rather than the cricket itself.

Creative & Execution System

Assets & channels

  • Facebook
  • Instagram
  • TikTok
  • Reels
  • TikTok vlogs
  • short-form content
  • vox pops

Partners

  • Coolr

Creator role

  • family creators

Results & Evidence

MetricValue
Facebook Views27.8K Facebook views
Instagram Views32.6K Instagram views
TikTok Views48.9M TikTok views
Influencer Impressions (Paid + Organic)12.9M influencer impressions (paid + organic)

Why Coolr's strategy worked

  1. 1

    Sponsorship works harder when it is activated through culture rather than through logo placement, because the partnership then reaches audiences on the surfaces they already watch rather than only those inside the stadium.

  2. 2

    Family led influencer storytelling makes live sport feel accessible and inclusive, because a creator attending with children demonstrates the day as something a family can repeat rather than as a fixture to be followed.

  3. 3

    Social first thinking turns major partnerships into shareable moments, which is what mascot content, vox pops and toy moments were doing in place of brand messaging carried by the rights package.

  4. 4

    Running content across every stage of the tournament, from pre-event hype through matchday, gives a sponsorship repeated occasions to appear rather than one launch moment that has to carry the whole partnership.

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