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Performance Marketing
Golden Palace had fewer than 10K followers across all platforms and zero community engagement strategy. Their social content was sporadic promotional posts that generated no meaningful player interactions. We developed a platform-specific content engine with daily posts, weekly community events, live streams with casino streamers, and influencer partnerships — transforming their social channels into a primary player acquisition and retention engine.
Golden Palace Online's social media presence was virtually nonexistent. Across Instagram, Twitter, TikTok, and Facebook, they had fewer than 10K combined followers — most acquired through outdated like-and-share giveaway campaigns that attracted bargain hunters rather than genuine players. Their content calendar was empty most weeks, and when posts did go live, they were generic promotional banners with zero engagement. Community management was handled by a single customer support agent who responded to complaints but never proactively engaged. In contrast, competitors were building thriving communities with hundreds of thousands of engaged followers. The marketing team knew social should be a growth channel, but they lacked the strategy, content engine, and community expertise to make it work.
We built Golden Palace's social media operation from scratch with a team of 4 dedicated specialists: a content strategist, video producer, community manager, and influencer coordinator. Our approach was platform-specific — Instagram for visual storytelling and winner spotlights, TikTok for trending format content and behind-the-scenes, Twitter for real-time engagement and industry commentary, and Facebook for community groups and events. We launched a daily content calendar producing 25-30 pieces per week: winner celebration posts (with player consent), game preview videos, 'day in the life' of team members, live Q&As, weekly community tournaments, and curated player-generated content. The influencer program partnered with 35 micro-influencers (10K-100K followers each) for authentic, ongoing content rather than one-off sponsorships. Community events — weekly trivia nights, monthly tournaments, and seasonal challenges — drove consistent engagement. Within 18 months, followers grew from 10K to 2M+, engagement rate reached 8.5% (vs. 1.5% industry average), and social channels became the #2 player acquisition source after paid search, driving 12K first-time depositors monthly with an organic-equivalent CPA of $8.