04/08/2026
How do you make an online betting brand stand out during one of the busiest weeks in the racing calendar? 🗓️ 🏇
For Novibet’s Cheltenham Week social media campaign, we built a creative concept around the people, habits and behaviours racing fans instantly recognise.
Introducing Cheltenham Personalities. 🗣️
From Barstool Barry to Two-Euro Tommy, each character represented a familiar member of every Cheltenham friend group.
We worked with Novibet to develop the campaign strategy, creative concept, character profiles and video production, helping Novibet enter the Cheltenham conversation through relatable entertainment rather than relying solely on betting offers.
The campaign delivered:
🎯 4.7M+ impressions
🎯 1M+ people reached
🎯 15× more shares
🎯 57% engagement rate
The strongest branded content does not interrupt the conversation. It becomes part of it. We created a sports marketing campaign people wanted to share and tag their friends in, talk about and pass on.
Looking for a social media campaign your audience will actually remember? Talk to Escalate. 🔗