SPINCON
A digital channel growth strategy for an iGaming project.
SPINCON is an iGaming project aimed at the Belarusian market. My task was to analyse its existing communication and develop proposals for its digital channels: from website structure and positioning to content strategy and individual promotional activities.
- Audit, strategy, content plan, organic activity on Threads
- Telegram, Threads, Instagram, LinkedIn, website
- Strategy partly implemented
Where I started
With an audit of the website and social media. I wanted to understand how the brand was presented, what information the audience received and what was missing for people to get to know the project properly.
I studied competitors and worked out audience segments, positioning and tone of voice. Based on the analysis, I prepared proposals for the content and how to organise it.
Strategy and content
I split the roles of the main channels: Telegram, Threads, Instagram, LinkedIn and the website. For each I proposed suitable formats, topics and ways to engage the audience.
I prepared a content plan, growth hypotheses and the metrics for tracking results.
Separately, I worked on the website structure and proposals for presentation materials, the brand book and merch.
Organic promotion
Part of the work involved Threads. I used my own account for organic mentions and to test engagement mechanics.
One idea was a “500 likes — a crate of cola” activation, which gave people a simple reason to join the discussion.
Results
180 → 700
followers of the project's Threads during the active period, approximately
~37 000
views over the reporting period
~24 900
views on one of the threads
~1 600
likes on the brand's comment in an organic discussion
The strategy was partly implemented.
My involvement covered strategy, content proposals and individual activities, but not the day-to-day running of all accounts.