Case Study: Betano Brazil’s Influencer Marketing Campaign

Betano, a prominent sports betting platform, sought to enhance its brand visibility and resonate with football fans in Brazil. With the sponsorship of the Brasileirão and Copa Betano do Brasil, the company aimed to leverage the passion of football enthusiasts through an influencer marketing strategy. To achieve this, they partnered with Samba Digital, a leading marketing agency known for connecting brands with relevant influencers.

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Objectives

The primary goals of this campaign were:

• To position Betano as a leading choice in sports betting among fans of Brazil’s major football clubs.
• To amplify the relevance of Betano’s sponsorships of the Brasileirão and Copa Betano do Brasil.
• To increase brand awareness and engagement through targeted influencer collaborations.
• To get new registration and first time deposits.

Strategy

Samba Digital developed a comprehensive influencer marketing strategy that involved connecting Betano with various influencers who are passionate supporters of both first and second division football teams in Brazil. This approach was designed to create authentic connections between the influencers and their audiences, to boost brand awareness, drive registrations, and encourage first-time deposits.

Key elements of the strategy included

• Target Influencers with aligned interests and engaged audiences:
• Identify influencers across all tiers who share our brand values and target audience demographics.
• Create tailored content that resonates: Develop content strategies aligned with specific football events, team loyalties, and fan interests.
• Measure and optimize for maximum impact: Utilize analytics tools to monitor influencer performance, audience engagement, registrations and first time deposits.

Execution

Over the course of two months—August and September 2024—Samba Digital executed the campaign, resulting in:

• 700+ posts published across Instagram and YouTube.
• Over 30 million impressions generated from the influencer content.
• 1.6 million engagements, which translates to a remarkable interaction rate of 5.3%.

This high level of engagement underscores the effectiveness of using relatable influencers to connect with targeted audiences.

Results

With 40% of the campaign planning already delivered, the preliminary results indicated a successful execution of the campaign’s aims:

• Significant brand awareness achieved through extensive reach.
• Strong engagement metrics, reflecting a positive reception of the content among football fans.
• A foundational relationship built between Betano and a qualitative audience segment that is vital for business growth.
• Great results for registrations and first time deposits. 

Future Outlook

The campaign is set to continue until the end of 2024. Samba Digital plans to deepen analysis on performance indicators and leverage insights gained during the initial phase to enhance the quality of ongoing interactions. This includes promoting entertainment value while simultaneously strengthening Betano’s brand association with a dedicated and engaged fanbase.

Conclusion

Samba Digital’s influencer marketing campaign for Betano exemplifies the power of leveraging local sports culture to drive brand awareness and engagement. By aligning Betano with passionate football influencers, the campaign not only amplified the brand’s visibility but also fostered a meaningful connection with a specific audience that can drive future business growth