Fabrizio Romano x Midnite

2021

Remote
Social Media Strategy
Audience Development

Midnite is an online betting startup based in the UK that specializes in esports and traditional sports. Their mission was to disrupt the UK and Brazilian betting markets by positioning themselves as the go-to place for social media and content.

The Project

Build an in-house social media and content department from scratch that operates in UK and Brazil. I developed the global and localised strategies, infrastructure, and processes, then recruited and trained the teams to execute in the UK and Brazilian markets.

The Objective

Launch Midnite's Football Instagram and Twitter accounts, engage the international football community and scale the channels to provide value to the business.

The Results

We launched the accounts using my five stage growth strategy that produced 150k followers within 12 hours and 250k engagements on the activation that led to 20m monthly impressions, 558k monthly engagements, 95% audience retention over a 12 month period.