Sports Betting is Not EASY
SoBet Campaign
Summary
Built and led SoBet's flagship paid social campaign "Sports Betting Is Not EASY." Originated from a script I wrote to move away from aggressive, sales-driven betting ads and toward relatable storytelling. The message resonated immediately with sports fans, scaling across Meta and TikTok to deliver 3x ROAS, over $1M in ARR, and helping secure $3.7M in seed funding.
Key Results
Featured Work
"Sports Betting Is Not EASY"
Lead creative that launched the campaign. Generated over 10K downloads across lookalike and retargeting audiences.
Campaign Performance
Key Achievements
Outperformed industry benchmarks for sports betting verticals
Scaled from $0 to $400K+ ad spend profitably
Established brand voice that resonated with target audience
Maintained consistent 3x ROAS across all creative variants
Creative Approach
Moved away from aggressive sales tactics to authentic storytelling. Created content that felt native to each platform while maintaining SoBet's unique brand personality.
Creative Variants & Conversion Drivers
Additional campaign videos highlighting creative depth, storytelling angles, and cross-channel execution.
Sports Variant – Football Stadium
Stadium-based creative using game-day energy to attract fans and drive installs.
Creator Collaboration – Nick Nayersina
YouTube partnership built around NFL season hype to expand reach and conversions.
Humorous Hook – Betting FOMO
Comedic creative tapping relatable moments to boost engagement and conversions.
Influencer Highlight – Units Won
Showcasing SoBet influencer wins to build trust and drive conversions.
Messaging Test – Stadium Script
High-converting script using stadium visuals to draw in fans and boost installs.
Approach
Wrote and developed the campaign concept end to end, including script, production, and post.
Tested weekly creative ad sprints optimized for Meta and TikTok engagement.
Built unique tone and delivery, replacing legacy hard-sell messaging with authentic humor and relatability.
Iterated creative based on performance data to maintain relevance across paid channels.
Managed the full paid ads lifecycle, covering audience targeting, creative rotation, and budget scaling.
What Was Delivered
100+ ad variations written, shot, and produced in house
Managed the complete creative process from scripting through production, post, and media buying.
Integrated cross-platform campaign across Meta, TikTok, and other social channels
Ongoing optimization and performance iteration per sport vertical and season
Impact
- Produced 3x ROAS on $400K ad spend.
- Generated over $1M in ARR directly attributed to campaign.
- Drove significant CAC reduction and positive RPAS, enabling SoBet's $3.7M seed round.
- Established SoBet's creative identity and tone across all paid channels.
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