Betano, a major sports betting platform, sought to increase its brand visibility and resonate among football fans in Brazil. With the sponsorship of the Brasileirão and the Betano Cup in the country, the company aimed to leverage the passion of sports enthusiasts through an influencer marketing strategy. For this, they partnered with Samba Digital, a leading agency known for connecting brands with relevant influencers. In this article, the company presents the results achieved.
Objectives
The main objectives of this campaign were:
- Position Betano as a leading choice in sports betting among fans of the main football clubs in Brazil.
- Increase the relevance of Betano's sponsorships for the Brasileirão and the Betano Cup of Brazil.
- Enhance brand awareness and engagement through targeted influencer collaborations.
- Achieve new registrations and first-time deposits.
Strategy
Samba Digital developed a comprehensive influencer marketing strategy that involved connecting Betano with various influencers who are passionate fans of first and second division football teams in Brazil.
This approach was designed to create authentic connections between the influencers and their audiences, to increase brand awareness, drive registrations, and encourage first-time deposits.
The key elements of the strategy included:
- Target influencers with aligned interests and engaged audiences;
- Identify influencers at all levels who share our brand values and target audience demographics;
- Create personalized content that resonates: Develop content strategies aligned with specific football events, team loyalties, and fan interests;
- Measure and optimize for maximum impact: Use analytics tools to monitor influencer performance, audience engagement, registrations, and first-time deposits.
Execution
Over two months — August and September 2024 — Samba Digital executed the campaign, resulting in:
- More than 700 posts published on Instagram and YouTube;
- Over 30 million impressions generated from influencer content;
- 1.6 million engagements, translating into a notable interaction rate of 5.3%.
This high level of engagement underscores the effectiveness of using relatable influencers to connect with target audiences.
Results
With 40% of the campaign planning already delivered, the preliminary results indicated a successful execution of the campaign objectives:
- Significant brand awareness achieved through broad reach;
- Strong engagement metrics, reflecting a positive reception of the content among football fans;
- A fundamental relationship built between Betano and a qualitative audience segment that is vital for business growth;
- Great results for first-time registrations and deposits.
Future Prospects
The campaign is expected to continue until the end of 2024. Samba Digital plans to deepen the analysis on performance indicators and leverage insights gained during the initial phase to improve the quality of ongoing interactions. This includes promoting the value of entertainment while simultaneously strengthening Betano's brand association with a dedicated and engaged fan base.
Conclusion
Samba Digital's influencer marketing campaign for Betano exemplifies the power of leveraging local sports culture to boost brand awareness and engagement. By aligning Betano with passionate football influencers, the campaign not only enhanced brand visibility but also promoted a meaningful connection with a specific audience that can drive future business growth.
Source: Samba Digital
