Hard Rock Sports Book
56%
lower Cost Per Install
54%
lower Cost Per Registration
38%
lower Cost Per Purchase
The challenge
Hard Rock Sportsbook, the sports betting platform for the legendary entertainment brand, wanted to utilize TikTok to expand its customer base and increase brand awareness. TikTok is a fast-moving and constantly evolving platform, and it can be difficult to gain traction and achieve virality without the right content and targeting strategies. While user generated content (UGC) has proven to be extremely popular in building an audience on TikTok, Hard Rock had not previously used UGC in its advertising and was unsure how it would perform.
Hard Rock Sportsbook had multiple goals for launching on TikTok. First, the company needed to quickly establish brand awareness and differentiate itself from established competitors. Second, Hard Rock wanted to gauge the effectiveness of UGC in driving installs, registrations, and engagement with Hard Rock’s highly rated sportsbook app.
The Solution
Hard Rock Sportsbook chose to work with a specialized agency, brkfst.io, that had experience in developing successful TikTok campaigns and could help the brand navigate the platform’s nuances and best practices. To execute the campaign, brkfst.io enlisted its network of UGC creators to produce high-quality videos that showcased the Hard Rock Sportsbook brand and its offerings.
Hard Rock was able to source videos across a wide range of creative styles and approaches, resulting in video content that targeted, engaged and appealed to different audiences. Brkfst.io then created a performance-focused test to see how its UGC content performed against the brand’s own video content in terms of driving installs, registrations, and deposits within the app.
Creating engaging content is a challenge for any outlet, and even more so for those operating within highly regulated industries like sports betting and online gaming. This collaboration has been a great success because brkfst understands our unique brand needs, focuses on top trends, and provides compliant UGC that drives performance and scale.
The Result
Brkfst.io successfully helped launch Hard Rock Sportsbook on TikTok, raising brand awareness and driving meaningful results to ensure growth and scale. While Hard Rock’s content had been successful on other platforms, brkfst.io was able to demonstrate the power of UGC on TikTok, with the performance test results showing a 56% lower cost per install, a 54% lower cost per registration, and a 38% lower cost per real money customer than the brand’s existing video content. With proven results, Hard Rock Sportsbook was able to realize the effectiveness of UGC in driving conversions on TikTok and the value of partnering with a specialized agency like brkfst.io to develop and optimize its UGC campaigns.