How FanDuel achieved a 5:1 ROI with NeoReach.
As measured
against LTV
Influencer
Spend
Impressions
Cheaper than
previous MCNs
Founded in 2009, FanDuel is the industry's leading online fantasy sports provider based in the U.S. Just a month after FanDuel raised $275M in venture capital, the company was ready for growth and well-prepared to deploy a massive U.S. based advertising campaign. FanDuel partnered with NeoReach to help scale user-generated content campaigns, just two weeks before an upcoming NFL season.
FanDuel wanted to engage new user signups on their platform. That meant with the start of the upcoming NFL season, we had to drive football fans to not only signup but also make an initial paid deposit towards setting up their fantasy team roster. This meant new users would have to commit to using the paid service.
Only two weeks into the NFL season, FanDuel and DraftKings had spent a combined $107M on a nationwide U.S. advertising campaign. FanDuel worked with us to drastically reduce their customer acquisition costs that were surging in their increasingly competitive and seasonal marketplace.
Weeks after FanDuel announced their $275M growth round, their top industry competitor, DraftKings, announced an equally large $300M round. Our team worked with influencers to create more personal customer relationships and long term brand loyalty.
NeoReach designed a performance-based cost per action (CPA) campaign that was designed to measure each influencers' individual performance and create both user signup and revenue share incentives from new player referrals who signed up. NeoReach’s “always-on” approach to new user revenue sharing allowed FanDuel to collaborate with influencers on an on-going basis to drive long term brand loyalty.
FanDuel wanted to reach a U.S. based male audience on YouTube between the ages of 18 to 45 years old who displayed interest in sports, specifically football or basketball. Influencers encouraged YouTube viewers to play alongside them weekly in a season-long fantasy football league.
We took an “always-on” approach to FanDuel's influencer marketing, meaning that we worked with FanDuel to cultivate long-term relationships with influencers through revenue share agreements and new user incentives for each person who signed up from their affiliated tracking link. This allowed long term brand advocacy to take place, increasing overall visibility and positive perceptions from repeated endorsements overtime.
Influencers for this campaign created sponsored content on YouTube. Posts incorporated affiliated backlinks to create a new FanDuel fantasy sports account.
Meet the creators behind the content
YouTube comedian and internet personality known for impressions and comedy.
Competitive eater and YouTuber. Fourth ranked eater in Major League Eating.
Actor and creator of LifeAccordingToJimmy, which has more than 3 million subscribers.
Gamer well-known for his NBA 2K gameplay and over 4 million subscribers.
in collected entry fees
As measured
against LTV
Influencer
Spend
Organic
impressions
Cheaper than
previous MCNs
FanDuel closed the year with over $1.8 billion in collected entry fees to become one of the fastest growing companies in the world. They beat DraftKings by a $600 million lead and did so by spending less than their competitor.
Our team was able to drive over 38 million total campaign impressions, with over 115 different influencer posts resulting in a 5:1 ROI and a total budget that was 10 times cheaper than previously contracted management teams.
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