Brief
Press Box was tasked by betting affiliate OLBG to create a EURO 2024 campaign that would boost their social media engagement, plus earn coverage and backlinks in the media ahead of the tournament.
Strategy
We designed a 24-day advent calendar-style countdown in which we would interview 24 cult hero players from the 24 competing nations, giving OLBG compelling video content to post daily in the lead up to the tournament.
Activation
As part of a 3-month plan, we sourced and interviewed each player - working with the client to design the aesthetics and find the right nostalgic names to engage their audience and potential new customers.
The interview strategy was two-fold:
- capture topical, newsworthy quotes and seed them out to press, to build backlinks in the mainstream media
- capture EURO 2024 themed questions on video and turn them into engaging social content for OLBG’s own channels
Results
We beat our backlink target of 240, delivering 249 backlinks in total and increasing referring domains by 25%.
The content achieved a wapping six million impressions on OLBG’s social media channels: Meta - 2.8million impressions; Instagram - 2.13million; TikTok - 133,000; YouTube - 26,000.
One very happy client!
