BETWAY
CONTENT CAMPAIGN
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Status quo
The global online sports betting provider Betway bundles the latest sports betting news and interesting expert knowledge in its blog “Betway Insider”. For this purpose, the company is always looking for well-prepared topics that will attract readers.
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APPROACH
In order to avoid the bad reputation of gambling advertising and to subtly draw users' attention to the Betway brand, ONE8Y was to address current topics in editorial articles.
Development of an editorial campaign including research tasks, copywriting and visualizations
Data-based topic approaches through in-house market research
Supporting promotional work to generate increased reach
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