Submitted by NeoReachAgency IPI Score 63/100

DraftKings TikTok Campaign

Influencer Marketing

NeoReach activated 50 TikTok influencers at NFL season kick-off to grow DraftKings' following and brand awareness, generating 66M+ combined reach.

1.83xROI
8.1M+TikTok views
$459KInfluencer media value
30K+TikTok follower growth
66M+Total influencer reach
23.5MDraftKings hashtag views

About the campaign

DraftKings had no meaningful TikTok presence, and the regulatory restrictions surrounding daily fantasy sports in several US states limited how directly the brand could advertise, making a platform-native, creator-led approach the practical route to new audiences. NeoReach, drawing on its earlier work on TikTok's own US market entry, anchored the campaign to the NFL season opener, the natural annual peak in sports audience attention, reasoning that well-timed creator content could amplify reach without additional spend.

Fifty TikTok influencers spanning varied niches were contracted and deployed exclusively on the platform, giving the brand simultaneous access to multiple audience segments with a combined reach of more than 66 million accounts, while two branded hashtags, #MakeItReign and #DraftKings, were designed to invite organic fan participation beyond the paid posts. The activation doubled as a foundation investment, beginning to build a durable creator roster for future DraftKings campaigns.

NeoReach reports 10.8 million #MakeItReign views, 23.5 million #DraftKings views, more than 8.1 million direct TikTok views and over 400 pieces of organic fan content, with the stated 30,000-follower growth target described as met and exceeded; all figures are self-reported by the agency.

Case in 60 seconds

DraftKings had not established a strong TikTok presence and needed to grow its following and reach new audiences at the start of the NFL season, according to NeoReach's case study.

The NFL season opener represents a natural peak in sports audience attention, and TikTok's creator ecosystem offered a way to reach multiple audience segments simultaneously through a diverse influencer roster, as described by NeoReach.

Activate a broad, varied group of 50 TikTok influencers timed to NFL kick-off, anchoring content to two branded hashtags — #MakeItReign and #DraftKings — designed to invite organic fan participation beyond the paid posts, per NeoReach.

Fifty influencers were contracted and deployed exclusively on TikTok, creating a combined reach of over 66 million accounts, with hashtag content structured to seed both paid and organic engagement, as reported by NeoReach. The team included COO Brian Sorel, Head of Partnerships Aaron Layden, and campaign operations manager Carrie.

The campaign generated 10.8 million #MakeItReign views, 23.5 million #DraftKings views, 8.1 million+ direct TikTok views, and 400+ pieces of organic fan content. The stated 30,000-follower growth target was described as met and exceeded. All figures are self-reported by NeoReach and have not been independently verified.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

The campaign targeted new audience segments for DraftKings on TikTok, particularly NFL fans and potential daily fantasy sports users not yet following the brand, as described by NeoReach. The diverse influencer roster was chosen specifically to reach varied communities within the platform simultaneously.
Sports betting and daily fantasy sports operate under significant regulatory restrictions in several U.S. states, as noted in NeoReach's case study, which limits the audiences the brand can address directly. Reaching new users required a platform-native, creator-led approach rather than conventional advertising.
DraftKings had not yet built a meaningful TikTok presence at the time of the campaign, according to NeoReach. The platform demanded a different content style and creator infrastructure than established channels.
DraftKings acted as campaign backer and brand anchor, with the creative and distribution work led by contracted influencers. A secondary goal was to begin building a durable creator roster for future campaigns, positioning the activation as a foundation investment rather than a single burst, per NeoReach.
Timing influencer content to the NFL season opener, when sports audience attention and social engagement are naturally elevated, was identified as a key mechanism for amplifying reach without additional spend, according to NeoReach's own account. Hashtag design that invites fan participation was used to extend organic reach beyond the paid influencer posts.

Creative & Execution System

Assets & channels

  • TikTok influencer posts (50 creators, per NeoReach)
  • Branded hashtag content: #MakeItReign and #DraftKings (per NeoReach)
  • Organic fan-generated content: 400+ pieces (per NeoReach)

Partners

  • NeoReach — lead influencer campaign management (self-reported; NeoReach case study)

Participation mechanic

  • Branded hashtag seeding (#MakeItReign, #DraftKings) to invite organic fan content creation alongside paid influencer posts, per NeoReach

Creator role

  • Paid influencers (50 creators across varied niches to reach multiple audience segments, per NeoReach)
  • Organic fan creators (400+ pieces of user-generated content produced in response to campaign hashtags, per NeoReach)

Results & Evidence

MetricValueResult type
#MakeItReign hashtag views10.8MReach / Exposure
#DraftKings hashtag views23.5MReach / Exposure
Direct TikTok views8.1M+Reach / Exposure
Total influencer reach on TikTok66M+Reach / Exposure
Return on investment1.83xBusiness Outcome
Influencer media value$459KEarned Value
DraftKings TikTok follower growth30,000+Audience Growth

Why NeoReach's strategy worked

  1. 1

    Timing the activation to a natural audience peak — the NFL season opener — concentrated creator content at the moment of highest sports-fan engagement on the platform, per NeoReach's own account.

  2. 2

    Assembling a diverse roster of 50 influencers across varied creator types increased the probability of reaching distinct audience communities within TikTok's algorithm-driven feed, rather than concentrating spend on a small number of large accounts, as described by NeoReach.

  3. 3

    Designing hashtags (#MakeItReign and #DraftKings) to invite organic fan participation extended content reach beyond the paid influencer posts — the 400+ fan-generated pieces represent distribution the brand did not pay for directly, per NeoReach.

  4. 4

    Framing creator relationships as a long-term deliverable, rather than a transactional engagement, was intended to create an ongoing influencer roster for future DraftKings campaigns, adding value beyond the immediate activation window, per NeoReach.

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