Campanie
JM
When it comes to betting, Romanians are divided in two. Some don't see an issue and are the ones who place bets from time to time. While others have a negative perception and simply avoid betting sites. Stanleybet's main goal was to increase brand penetration and captivate the attention of a new audience of prospects.
Using the appeal of Micutzu, the video campaign aimed to:
- increase the number of new accounts on stanleybet.ro compared to the previous month
- increase the number of active users on stanleybet.ro
- generate traffic on the campaign microsite
- generate views for the video episodes
Using the appeal of Micutzu, the video campaign aimed to:
- increase the number of new accounts on stanleybet.ro compared to the previous month
- increase the number of active users on stanleybet.ro
- generate traffic on the campaign microsite
- generate views for the video episodes
General Information:
Strategy:
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This is a story of how a strategically-deployed content marketing campaign can go beyond providing branded entertainment, to actually converting prospects or even skeptics into daily active users. When it comes to betting, Romanians are divided in two. Some don't see an issue with it, and even place bets from time to time, while others have a negative perception of betting and simply avoid betting sites. With these in mind, we settled on our target: - core target: Adult Romanians who don't have an account on betting sites and who are more likely to avoid betting brands; extended target: Anyone who doesn't have an account on stanleybet.ro. Stanleybet's main goal was to increase brand penetration and captivate the attention of a new audience of prospects. The insight was easy to uncover. We all make bets in our everyday lives. Whether on if the bus will arrive on time, whether you'll arrive at work on time or whether your colleague will ditch you for lunch. So, using Micutzu as an ambassador for humor, Stanleybet decided to tackle the main barrier when it comes to betting - you can't enjoy betting, because betting is only about money. Using the appeal of Micutzu, popular local stand up comedian, the video campaign aimed to: - increase the number of new accounts on stanleybet.ro compared to the previous month - increase the number of active users on stanleybet.ro - generate traffic on the campaign microsite - generate views for the video episodes In an online video series titled “Micutzu's Bet”, Micutzu alongside his sidekick, Nicu, would place theoretical bets on ordinary events just as anyone would have done with their friends. The same bet was made possible for viewers, in the first interactive digital betting campaign. |
Execution:
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