Case Study 2: Social Media Manager – LeoVegas
Amber Hemming
Published
Timeframe: August 2024 – Present
Role: Social Media Manager
Brands: LeoVegas, Expekt, Royal Panda
Markets: Ontario (Canada), Denmark, Finland, New Zealand
Verticals: Sports, Casino, Live Casino
Platforms: Facebook + Instagram
The Challenge: LeoVegas brought me in to manage and transform six brand-specific social media accounts across four international markets. The objective was to localise content effectively for each audience while adhering to strict gambling and advertising regulations.
Strategy & Approach: My first move was to assess content performance and regional expectations. I replaced outdated content formats like wordsearches and “spot the difference” posts with platform-native, culturally relevant content designed to resonate with each market.
Key actions included:
Localisation via Search & Trend Analysis: Leveraged Google search, news trends, and local sports talking points to build regionally relevant calendars
Custom Strategy Per Market: Aligned content plans with each country team’s priorities
Cross-Team Collaboration: Worked closely with SEO, CRM, Design, and Sportsbook to ensure consistency, compliance, and creative execution
Agency Collaboration (Ontario): Partnered with a local agency to develop sports-focused content for NFL, NBA, and NHL audiences
Content Types & Highlights
Shifted toward Reels, memes, influencer collaborations, and “brainrot” video formats
Focused on UGC/EGC and non-promotional content, which consistently performed best
Prioritised relatability and platform-native trends over traditional brand promotion
Results (Oct 2024 – Present, Organic Only)
LeoVegas NZ:
+60% follower growth (8.5k → 13.67k)
+35% engagement increase (6.66k → 9.03k)
+94% impressions increase (90k → 176k)
Tools Used: Sprinklr, Meta Business Suite + Paid Ads, Adobe Express
Key Takeaway: Cross-team communication and hyper-localised content strategies are essential when managing regulated, multi-market social media, especially for brands operating at scale. Tailoring content to cultural nuance and platform expectations consistently drove stronger engagement and audience growth.