© Felix Curtis
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St Kilda Football Club

Spud's Ride

A 24-hour cycling relay turned into a week-long social campaign that exceeded its fundraising target and helped fill the stadium.

Participants in the Spud's Ride cycling relay
See what we did
$195K(target $100K)
Raised for mental health
65,680(highest crowd of the year)
Match attendance
5.4M
Instagram views
Cyclist taking part in the 24-hour relay
Spud's Ride participant during the event
Cyclists and crew at Spud's Ride
Influencer participating in the mental health fundraiser
Spud's Ride cycling relay in progress
St Kilda community supporting Spud's Ride
Spud's Ride participant cycling during the relay
Cyclist taking part in the Spud's Ride fundraiser
Social content captured during Spud's Ride
Spud's Ride participant at the cycling relay
Campaign moment from the Spud's Ride event
Spud's Ride cyclist supporting the mental health fundraiser
Cycling relay content from Spud's Ride
Social campaign coverage from Spud's Ride
Spud's Ride participant during the 24-hour relay
Final campaign image from Spud's Ride

Situation

Spud's Game is St Kilda's annual marquee match dedicated to mental health. Ahead of the 2025 event, a new 24-hour cycling relay brought together celebrity influencers from across Australia.

Objective

Raise $100,000 for mental health programs and research while driving attendance to Spud's Game.

Action

I created the strategic content plan and helped roll out continuous content featuring the relay's influencers in the lead-up to the match.

Result

The campaign generated 5.4 million Instagram media views across the week.

St Kilda ranked fifth for follower growth, fourth for impressions and fourth for TikTok engagement rate among the 18 AFL clubs.

A crowd of 65,680 made it the club's biggest attendance of the year and sixth-highest of all time.

The initiative raised $195,000, nearly doubling the $100,000 target for mental health programs and research.

Next project

Saints Say Thanks