Bringing the brands’ personalities to life on social media was a huge part of my work with Paddy Power and Eddie Rockets. Working with the two brands on social media content provided distinct challenges that can generally be split out into two broad themes.
Challenge 1: From the outset
Being at Paddy Power from the early beginnings of social media, the task at hand was understanding the power of the new platforms at our disposal and how best to engage the audience. Through a process of trial and a lot of error, we went fro not not really knowing how the brand should present itself on Twitter and Facebook to amassing an audience of in excess of 2 million users across four social media platforms. We quickly realised that the Paddy Power product and brand persona gave us the licence to talk about the sports news cycle and, to a lesser extent and at suitable times, the mainstream news cycle.
While the subject matter was clear, we needed to establish a social media strategy that consistently engaged customers, felt authentic, deepened loyalty, but never felt too corporate or like it was encouraging people directly to bet. From small beginnings, this transformed to a massive marketing communications machine.
Challenge 2: A Sleeping Social Media Giant
Being at Paddy Power from the early beginnings of social media, the task at hand was understanding the power of the new platforms at our disposal and how best to engage the audience. Through a process of trial and a lot of error, we went fro not not really knowing how the brand should present itself on Twitter and Facebook to amassing an audience of in excess of 2 million users across four social media platforms. We quickly realised that the Paddy Power product and brand persona gave us the licence to talk about the sports news cycle and, to a lesser extent and at suitable times, the mainstream news cycle.
