For the 25/26 season, Super 6 approached Nonsensical as a TikTok agency, to help with using influencers and tapping into their engaged audiences to build new audiences and drive new user acquisitions.
Our Approach
The campaign was strategically divided into two core phases. The initial phase centred on amplifying the “Big Bang” moment, the relaunch of the football season in late summer, through a targeted influencer initiative. Rather than relying exclusively on high-profile football content creators, the campaign engaged seven niche influencers with deeply engaged audiences, such as Sophie Jones, to communicate the brand message with authenticity. This prioritised producing highly engaging, purpose-built content that encouraged users to download the app and participate in free gameplay.
This initial activation revealed which creative approaches and messages resonated most with each influencer’s audience.
Building on this momentum, Nonsensical launched the second phase and collaborated with Super 6 to develop a “Mini League” strategy designed to sustain engagement from September to December and get users to join a specific league. This subsequent phase has generated over 5.1 million cumulative views across 30 cross-posted videos. As part of this effort, we partnered with The United Strand, whose rising profile and evident passion for football made him an exemplary influencer for the initiative. A total of 560 users joined the mini league.
Additionally, we onboarded three further influencers during the concluding stage of the campaign to create content about the new jackpot.
The Results
We’ve achieved 5.6M video views and 81,531 engagements with no paid media spend behind! 23 videos went live for the campaign across 11 influencers.
🎥 5M+ overall video views
❤️ 81K+ engagements