“Goats have arrived”: the campaign of the moment. It was made for the Copa América, but it still continues to make people talk. The campaign was orchestrated by Stake – a famous bookmaker, and was successful on social media. This success is easily measurable because more than 10 million people saw the famous photo of Sergio Aguero with the goats. Yes, you read that right, goats…
What differentiated this new Stake campaign?
This campaign was clearly thought out and its success is easily tangible because the social media numbers don’t lie: on Instagram the publication already has more than 1 million likes, almost 10 thousand comments and 18 thousand shares. In turn, on X (formerly Twitter), the publication already has 10 thousand likes, 555 shares and has reached more than half a million people. What made it so talked about and shared?
Well, for any good marketing expert this is easily noticeable. We explain: the CTA (Call to action) of this publication is the encouragement of comments. What does this mean? It means that strategically, the person responsible for orchestrating this campaign encourages people to comment on both posts. In this way, the number of comments skyrockets and when identifying people, it is likely that these same people will also see, and who knows, comment on the publication, thus increasing the numbers. What a great marketing move, don’t you think?
What does the campaign consist of, in which Sergio Aguero is the protagonist?
The viral campaign starred the former Barcelona striker in an Argentine Stake shirt, with his four-legged companions dressed in similar attire. The image of Agüero overlooking Biscayne Bay with two goats in tow broke the barrier, and is now the second most “liked” post in Stake history. We don’t know if the campaign caused more users to use the Stake promotional code coupon, but it is certain that more people got to know the bookmaker.
As you saw, everything was well orchestrated and there is more to it than that. There is also Stake’s collaboration with Press Box PR. Collaborations are on the rise in the world of marketing and when done well, they go hand in hand with success. In this case, success would be measured in likes, comments, shares and above all, brand awareness.
Is this the first time a player has joined a bookmaker?
This is not the first time that football stars have featured in betting house marketing campaigns. Vinícius Júnior had already done this in 2023 and even an entire volleyball team has already done it for a sports betting house in Portugal. What doesn’t always happen is the resounding success that this Stake campaign had and a lot of it is due to Sergio Aguero, but essentially it was due to the concept and anyone who works in marketing knows how important this is.
Who doesn’t work, the concept is the idea behind the campaign, something that is often done by creatives. Normally, concepts must be original to ensure that there is no room for copying and being funny, something that has been one of this year’s biggest trends in marketing. Last but not least, it must be comprehensive and simple to ensure that the message does not escape anyone.
The expansion of Stake
The recent success of this campaign has led Sergio Agüero to support the current national team as one of the best in the country’s history. With the Copa América to be held in the United States this year, both Argentina and Stake are hoping to achieve great results at the tournament. For Stake, the event also represents an opportunity to expand and increase visibility in Latin America. The company recently opened a new hub in Bogotá, Colombia, and plans to increase talent hiring in the region to further drive its growth.
The importance of marketing for bookmakers
Marketing is vital in every company. Especially in betting houses when the “fight” for attention and new bettors is so big. There are hundreds of betting houses operating in Brazil and not all of them have the same notoriety. This was essentially due to the marketing of each one. People need to trust betting houses and only then place their bets there. This trust is gained through well-designed strategies, associating well-known faces like Aguero with their campaigns.
This is one of the factors, but there is more. Associating the brand with other more recognized and established brands is another thing. When you read something online you suspect it, but when it’s someone you trust telling you, do you already trust it? Well, the same thing happens with brands. If a brand that you already trust associates you with another brand, it is very likely that you will recognize this brand as trustworthy.
