The campaign significantly exceeded benchmarks for brand awareness, engagement, and registrations, with Rei do Pitaco praising Genius Sports for their impactful strategy and support.
The brief
One of Brazil’s leading Daily Fantasy platforms, Rei do Pitaco approached Genius Sports with the following brief ahead of the Copa América and Euro 2024:
1) Target millions of football fans in Brazil before and during the tournaments
2) Dominate the conversation at this year’s major football events
3) Optimise programmatic media spend to convert new registered users
The challenge
CONMEBOL reports that 85 million people watched 2024 Copa America matches in Brazil, up 82% on 2021. Meanwhile, TMG research show 61% of Brazilian were interested in Euro 2024.
With these two major sporting events providing clear opportunity, Rei Do Pitaco faced a fierce sports advertising landscape with rising CPMs and demand for key programmatic inventory.
In order to convert new users and maximise ROAS, the brand had to optimise budget pacing and audience targeting.
The solution
Designed by Genius Sports media buying experts, the programmatic campaign began by identifying and targeting users interested in fantasy sports, retail sports betting, and football-related content.
Through unique access to behavioral data, sports audiences, and by creating lookalike audiences based on Rei Do Pitaco’s existing high-value users, Genius enabled the brand to target precise audiences of potential users with relevant ad creative.
Using its algorithmic spend pacing curve, Genius Sports media buyers increased budget allocation to follow the Copa America and Euro 2024 fixture schedules, upweighting spend in the build-up to matchday to deliver maximum registrations and FTDs.
What the client said
The campaign beat all targets, including brand awareness, engagement, and user acquisition benchmarks in Brazil.
“Genius was crucial in helping us expand our pool of acquisition channels, there was exceptional help from them since the beginning of the campaign, this help combined with a mix of inventory that we did not purchase previously were crucial factors in the success of our campaigns”, explained Rei do Pitaco.
Source: GMB
