SportingBet ran an influencer-led campaign in Brazil to tee up its sponsorship of the 2023 Copa Libertadores.
In this activation, SportingBet aimed to increase brand awareness and engage audiences while highlighting the crucial aspect of security, emphasizing the safety of betting with the brand. Additionally, SportingBet sought to reinforce its sponsorship of the Conmebol Libertadores and Conmebol Sudamericana competitions.
The campaign was simple: users would bet just 1 Brazilian Real and this would grant users the change to win prizes, the with grand prize set at 2 million reals.
To promote this campaign, our EMW Productions team created a full-size vault at a secret location, filled with all the rewards. Cameras inside the vault streamed its contents live 24/7 on SportingBet’s website, and this live stream was also featured in a TV commercial and digital content on social media, starring Brazilian artist Xamã.
This campaign ran from July 27th to September 10th 2023, which capitalised on the influence of 33 individuals, including 1 hero, 7 content creators, 5 journalists, and 20 amplifiers.
The campaign was strategically divided into 3 main phases. It began with a 3-day teaser phase to generate buzz, followed by the main launch week when SportingBet’s vault was unlocked, and Hero Xamã revealed its secrets in his second Instagram Reels video.
Following Xamã’s revelation, creators and amplifiers seamlessly transitioned to releasing their feed content, divulging all the promotional details and encouraging their followers to participate. In the final phase, Xamã remained in the spotlight, engaging the audience through stories about the campaign and providing commentary on events like Fluminense’s game in the Libertadores.
In just over a month, the campaign managed to garner more than 15 million impressions and provoke approximately 311,000 interactions across an array of content pieces exceeding 600!
Campaign Results
✓ 59% of active campaign engagement
✓ Spend Per Head was 39% higher than non-vault users
✓ Active Player Days increased by 35%
✓ Vault users made 50% more bets per User Active Player
✓ 124% higher Average Revenue Per User
EMW Global’s #So1Real influencer marketing campaign for Sportingbet in Brazil was a well-executed success. The precision in planning that included the teaser phases, a compelling launch week, and an engaging sustaining phase, in conjunction with a diverse group of influencers, cemented Sportingbet’s presence in the Brazilian market.
With over 15 million impressions and a remarkable 311,000 interactions, the campaign significantly elevated the brand’s visibility and engagement in Brazil, and importantly resulted in significant revenue increase for Sportingbet for the duration of the campaign.
