Average live viewers
1
Impressions Generated
20000
+
Influencers Engaged
10
+
The Challenge
Fungiball, a unique platform combining NFTs and fantasy tennis, wanted to expand into the American sports betting market. They had seen some success in Europe and wanted a partner in the US market to test if this audience would be receptive to their product. We stepped in to help them refine their marketing approach, leveraging influencers, podcasts, and targeted campaigns.
Step 1: Find Influencer Partners
We helped Fungiball identify and connect with niche influencers relevant to their audience. This mainly included working with tennis betting influencers. Because of the NFT and crypto element, we found there to be a disconnect between the traditional tennis betting audience and the product. We drove sign ups at an efficient rate but these sign ups were not converting to purchasing cards in the game. We decided to try influencers promoting similar products on the market particularly in the NFT space. We also set up deals with the most effective tennis influencers to post consistent content as part of the audience nurturing process
Step 2: Support Influencer Campaign Through Paid Media
We launched both competitor and generic campaigns in the U.S. and Canada, with conversion rates for the U.S. campaigns performing well and the Canadian campaign showing even higher conversion rates. For the competitor campaign we targeted keywords associated with other similar products on the market.
Step 3: Diversify Marketing Efforts
Our next goal with Fungiball was to diversify their marketing efforts across more channels other than just standard influencer and paid marketing. We coordinated several podcasts which included an in person interview with the CEO, as well as standard ad reads. We also coordinated a collaboration with Rarity Sniper, a key player in the NFT space, to review the product, spread awareness, and drive traffic. These platforms provided the brand with an opportunity to educate potential users on the intersection of NFTs and sports betting.
Results
In our first month of our influencer campaign, Fungiball achieved a CPC of $1.76, driving a steady stream of unique site visitors. From this traffic, 14% converted to sign-ups leading to a CPA of $12. Because of a lack of money spent from users, we advised Fungiball to halt influencer marketing efforts in the U.S. sports betting space and consider pivoting their strategy to better align with their unique product offering and audience.
Despite driving significant traffic and securing influencer collaborations, the disconnect between the sports betting audience and Fungiball’s product offering became clear. By advising a strategic pivot, we helped Fungiball save resources and refocus their efforts on more aligned opportunities, ensuring long-term growth potential.