Intuition needed to bring its Women’s Rugby World Cup 2025 partnership to life in a way that felt culturally relevant, emotionally authentic and impossible to ignore. The campaign needed to celebrate confidence, strength and beauty in women’s rugby while driving awareness, sales, engagement and genuine community participation.

We crowned Sophie Jones as Head Hype Queen – the authentic, unfiltered voice of the campaign. She fronted vox pops, fan plaza takeovers and matchday content, while rugby rivals Jasmine Joyce and Sarah Bern hyped each other up in viral moments. We sparked the Hype Girl movement with an online competition for fans to nominate their own icons, ran influencer-led matchday experiences and amplified everything across the tournament’s 1.7M followers.

The campaign delivered over 4M impressions and 1M+ engagements across Meta and TikTok, with rival videos alone smashing 500K engagements and 900K impressions. Sophie’s role as Head Hype Queen gave Intuition authentic cut-through, helped the brand connect deeply with real women and set a new benchmark for blending beauty, sport and community.