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    Betfair Exchange | Bet Streak Campaign

    Case Study / 31 Jul, 2020
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    Betfair Exchange

    Objective

    CheckdMedia were tasked with raising awareness of Betfair Exchange's headline 'Bet Streak' offer throughout the closing stages of the football season and Royal Ascot.

    The two-month campaign consisted of a combination of awareness and acquisition, using two Checkd-owned brands in Footy Accumulators and The Winners Enclosure.

    Betfair Exchange
    Twitter Campaign
    Twitter Campaign continued

    What We Did

    A host of influencers were used across the campaign. The Royal Ascot segment of the campaign consisted of TV personalities and brothers Chris and Martin Dixon, as well as popular social media horse racing personality Luca Coleman-Carr. The three influencers were selected, each providing their own opinion and insight into how best to capitalise on the headline Betfair exchange offer.

    On the football front, a longer-term piece of Footy Accumulators content 'The Betting Show' was sponsored by Betfair Exchange for duration, with host Will Perry and guests Alan McInally and James Vickers providing reasoning for their tips, which would qualify for the Bet Streak offer - providing subtle promotion for the headline offer, but also context.

    The campaign also included interaction with the social media following of The Winners Enclosure specifically, with followers voting on polls around selections when using the offer, whilst sending in their own selections.

    All content tied in closely with the offer, but from multiple angles including video, polls and branded graphics.

    The overall campaign used only internal communities to achieve the results, with no additional spend to inflate reach. The Winners Enclosure video campaign resulted in a 3% engagement rate (vs 1% average). In total, the campaign produced 2.55m impressions, with over 213,000 video views.

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    Results

    3%

    Engagement Rate

    2.25m

    Impressions

    213,000+

    Video Views
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