Ross Smith
@rosssmith
Agency
DraftKings TikTok Campaign
DraftKings partnered with NeoReach to expand their TikTok presence by activating 50 diverse creators during NFL season launch. The #MakeItReign campaign featuring custom touchdown dances and original music generated massive engagement and grew DraftKings' TikTok following by 30,000+.
23.5M
Views Of #DraftKings
10.8M
Views Of #MakeItReign
8.1M+
TikTok Video Views
1.83x
Return On Investment
NeoReach Influencer Services for DraftKings
The influencer marketing services that ran the program, and the measurement platform that proved exactly what it returned.
All capabilitiesBespoke, managed campaigns with audience-matched creator casting.
Platform and messaging strategy matched to the audience.
Creator-made content for ads and owned channels.
Paid media across PPC, social, and display.
Always-on channel strategy, content, and community.
On-site creator activations and IRL coverage.
Live ROI, CPM, CPE, spend and engagement charting. Exportable to CSV.
NeoReach's EMV variant for sponsored posts and creators.
Scores fake followers, pods and bot traffic in real time.
Google Analytics + Shopify conversion and sales tracking.
400+ data points piped to Tableau, Snowflake and Looker.
Historical pricing, competitor spend and ROI datasets on demand.
Inside the DraftKings campaign
How NeoReach took DraftKings from brief to a multi-platform creator program, step by step.
The brief
Set the objective
DraftKings partnered with NeoReach to expand their TikTok presence by activating 50 diverse creators during NFL season launch. The #MakeItReign campaign featuring custom touchdown dances and original music generated massive engagement and grew DraftKings' TikTok following by 30,000+.
Casting
Cast the roster
We cast 50 creators activated including Ross Smith, Joshua Mayer, Dang Matt Smith, whose audiences map directly to DraftKings’s sports audience, across TikTok.
Activation
Run the activation
50 diverse TikTok creators were activated during NFL season launch to create custom touchdown dances using an original licensed song and the hashtags #MakeItReign and #TouchdownDance. The approach used TikTok's core features of music, dance, and hashtag challenges to create authentic, engaging content.
Channels
Go native on every channel
Creators published content native to TikTok, every format built for how that audience actually watches — not retrofitted ads.
Results
Your turn Measure to the goal
The program delivered 23.5M Views Of #DraftKings, 10.8M Views Of #MakeItReign and 8.1M+ TikTok Video Views — every figure tracked live on NeoReach’s real-time dashboard.
Want results like these?
Book a strategy call and we’ll map the same playbook to your brand, then run it end to end.
Book a strategy callCreator cast for DraftKings
The creators we cast, briefed, and managed for the DraftKings campaign.
Joshua Mayer
@joshmayergolf
Dang Matt Smith
@dangmattsmith
Real Dockery
@realdockery
The NeoReach team that led the DraftKings campaign
The senior team that planned, ran, and measured the work end to end.
James Michalak
Chief Executive Officer
Brendon McNerney
Chief Revenue Officer
Chief Operating Officer
Chief Marketing Officer
Matthew Antolovich
Chief Technical Officer
Jean-Baptiste Dominguez
Head of Product
Katie Kammerdeiner
Senior Graphic Designer
Social Media Manager
Nicole Jones
Talent Manager
Kass Murdoch
Operations Manager
Masha Tunik
Operations Manager
Heather Hart
Operations Manager
Jon Selman
Head of Client Services
Scale your next campaign on proven infrastructure
Bring the objective. NeoReach builds the creator roster, the platform mix, and the attribution that connects creator activity to pipeline, scoped by a senior strategist on the first call.
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DraftKings case study FAQ
The questions brands ask most about this kind of campaign.
Connect with usWe run it end to end — strategy, creator casting, content, paid amplification, and measurement — all handled by one senior team so nothing gets lost at the handoffs.
Creators are shortlisted for audience fit, vetted for authenticity with our AI fraud screening, then briefed and contracted by a senior team — so the reach you pay for is reach that converts.
Every campaign is tracked to real outcomes on a live dashboard — reach, engagement, and the conversion or sales metrics the brand cares about, in real time rather than a slide deck a month later.