Casumo wanted to get coverage in national newspapers and high authority sites without spending an arm and a leg on creative content with a high flop risk.
With little newsworthy content coming out of the gambling industry, we decided we would need to make our own news. We first set about understanding the clients audience by analysing their customer emails in Facebook Audience Insights.
This led us to discover their customers are heavy FIFA gamers. Our editorial calendar also told us that a FIFA esports championship with a £250k prize fund was approaching. Therefore, we conducted original research into the salaries of esports players VS professional players and found that FIFA players earn more than 25% of all professional football players.
Although we can’t share the exact links we were able to win, the client was thrilled that we were able to get coverage in the Guardian, BBC and Daily Star as well as a host of other niche trade and consumer magazines.