Overview

As Rhino.Bet’s creative social marketing agency, our role was to help spread awareness of the brand’s first partnership in English football – by executing a concept that would not only drive customer acquisition, but give Dartford FC fans a unique insight into their favourite players too.

The Task

Rhino.Bet are the 23/24 East Stand sponsor of Dartford FC – and, for the first time, features on the training wear of both the Men’s and Women’s teams.

To raise the profile of this landmark partnership and show how Rhino.Bet is supporting both the male and female teams this season, this winter we created a social media content series with several members of both squads.

The Series

Tapping into the ever-popular challenge video concept, various players and managers partook in eight different challenges ranging from the established to the novel to the newsworthy. Players were able to show off their skills and provide unique personality-driven moments for Dartford FC fans to enjoy through challenges including the ever-popular Dizzy Penalties, to a spicy food eating challenge, through to speed gift wrapping for a Christmas episode.

Challenges were posted on Rhino.Bet’s channels and supported through a paid social and influencer campaign to maximise reach and engagement. These were well received by the Dartford FC and wider football community, also being shared organically by featured players and club fans.

All content carried a scoring system as players worked individually or in teams to win each challenge.

The Result

We reached 7m users across three social platforms while yielding 2.6m video views. Put into context, this reach is 1,658 times greater than Dartford FC’s stadium capacity.

The campaign smashed industry estimates, with better-than-average Cost Per View (CPV), Cost Per Impression (CPI), view time and completion rate. Notably, we secured a £0.002 CPV – vs an industry average up to £0.10 – and an average video time of 16s on Twitter and 10s on Instagram.

In a world where your new snackable content is one swipe away, ours stood out strongly not just to Dartford FC but the broader football audience too.

"𝑰 𝒔𝒘𝒆𝒂𝒓 𝑰 𝒄𝒂𝒏 𝒑𝒍𝒂𝒚… 𝑰 𝒑𝒓𝒐𝒎𝒊𝒔𝒆!"

😵‍💫 Prepare for plenty of wayward shots as @dartfordfc's Harvey Bradbury and @DartfordFCWomen's Emily Vaughn go head-to-head in Dizzy Penalties.#ChargedUpSport pic.twitter.com/gJukfB1tiP

— Rhino.Bet (@BetRhino) January 17, 2024