THE STRATEGY

We approached DraftKings' campaign with an audience-first mindset — identifying creators whose viewers already had a natural affinity for sports, competition, and the excitement of having skin in the game. By integrating DraftKings into YouTube content in a way that felt entertaining rather than purely promotional, we were able to generate genuine interest and drive new user sign-ups at scale. The campaign produced approximately 1.66 million combined views, converting creator-led awareness directly into measurable acquisition for one of the leading sportsbook platforms in the U.S.