The 2 Robbies x Samba : World cup podcast

Mission

With the 2026 FIFA World Cup coming to the USA, The 2 Robbies podcast turned to Samba Digital to launch its social media presence from scratch. Our mission: create and run its Instagram and TikTok accounts, and build an English-speaking audience for the podcast throughout the competition.

Approach

Samba built the podcast’s social presence around four pillars, from day one to the final whistle:

• Launch from zero — Creation and set-up of the Instagram and TikTok accounts, with a clear editorial line ready for the opening match on June 14.
• Platform-native video — Video content produced specifically for each platform, turning the podcast’s voice and World Cup takes into short, shareable formats.
• Always-on tournament coverage — A high-frequency publishing rhythm across the seven weeks of competition, keeping the accounts active and relevant on every matchday.
• Paid media for audience growth — A paid media strategy targeting English-speaking audiences to accelerate reach and follower acquisition while World Cup attention peaked.

Results

• 769 posts published
• 18M impressions
• 8.4M video views
• 52K followers gained

In just seven weeks, The 2 Robbies went from no social footprint to an engaged community of 52,000 followers, proving how quickly a sports media brand can scale when content volume, platform-native formats and paid amplification work together.