From Members to Momentum: How AFL Connect Turned Engagement Into Action

The Challenge

AFL Connect needed to do more than just host events. The real goal was to showcase how clubs and the league support and celebrate members not just as spectators, but as active participants in the footy community. The problem? Most campaigns were event-focused and failed to capture the ongoing impact of member engagement.

Our Solution

HCN became AFL Connect’s 2025 creative production and strategy partner, embedding with their team across the season.

  • We flipped the focus from events to the people behind them, capturing genuine stories of members, staff, and volunteers in action.
  • Produced a rolling series of films, socials, and digital showcases—each spotlighting a different aspect of the AFL member experience, from local heroes to big-stage moments.
  • Built a flexible content playbook for AFL Connect clubs, making it simple to amplify grassroots voices and club culture, not just top-down comms.

The Work

  • Designed and delivered a content series covering club events, fan experiences, and AFL Connect’s role in bringing new members into the fold

  • Created highlight reels, member profiles, behind-the-scenes shorts, and campaign sizzles, all filmed and produced by HCN’s team
  • Supported club comms teams with creative assets and strategy so every story landed, whether it was for broadcast, socials, or member email
  • Provided measurement and impact reporting, helping AFL Connect prove their value to both the league and commercial partners

The Shift

  • Members were no longer a silent majority they became the face of AFL Connect
  • Clubs saw a lift in member engagement at both grassroots and stadium events
  • AFL Connect moved from “event organiser” to “community builder,” with stories driving everything from sign-ups to sponsor interest

The Impact

Record member event turnout across the 2025 season

Double-digit lift in club member engagement metrics

Content shared by clubs, league, and AFL fans across digital and broadcast channels

New partnerships sparked by clearer, more compelling stories about AFL’s impact in the community

Testimonial

“HCN Agency has been instrumental in helping us capture our events and create impactful video marketing content. Their work has allowed us to showcase the value of our member experience visually and authentically – moving beyond just talking about it. Thanks to HCN, we now have the tools and compelling stories to clearly demonstrate our impact across the entire AFLConnect community”

 — Charlie Cormack AFL Connect Manager

Want to turn your members into your biggest advantage?
Let’s talk about what’s possible with HCN and AFL Connect.

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