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Get in touchWilliam Hill: Organic Social Media management
The Ask
Manage organic social strategy across William Hill, William Hill Vegas, The Warm-Up, William Hill Racing and William Hill Ireland, content generation, reactive posting, graphic design and platform strategy across five distinct brand channels. Drive engagement, grow audiences and capitalise on sporting moments as they happen. As specialists in regulated sports environments, Square in the Air has understood both the creative opportunity and the compliance demands for one of the UK's largest licensed bookmakers since 2019.
The Idea
Seven years of organic social management means seven years of learning what works, what doesn't and how quickly the landscape shifts.
Strategy refreshed monthly. Graphics continuously evolved, Opta statistics woven in to hook audiences with depth. Text-only reactives deployed during high-profile moments to keep things sharp and immediate. Separate strategies for X, Instagram and Facebook. Social listening running underneath all of it, tracking what landed, why and what the audience was ready for next.
The best moments came from preparation shaping opportunity. The SPFL three-way title race between Celtic, Hearts and Rangers: price movements tracked month by month, the rollercoaster of a live title race reflected back to an audience living through it in real time.
The Output
Seven years of retained organic social management — 2019 to present — for one of the UK's most recognisable licensed bookmakers.
With 50 million+ organic impressions across William Hill Sport alone in 2026, yielding almost 1m organic engagements.
50m+
organic impressions across William Hill channels in 2026
1m
organic engagements
