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Case studyBrands
Five years of campaigns for Mercury International
Content marketing, social media, billboards and a celebrity partnership for one of Sierra Leone’s leading betting brands.
5 yearsof continuous campaigns
$81,000home given away in Win A House, Mercury’s biggest prize ever
30,000winners paid out in a single March 2026 announcement
The challenge
Grow and keep customers in a crowded market of young, mobile-first Sierra Leoneans, with promotions people notice and trust.
What we did
- Content marketing strategy for Facebook, Instagram and X, built on an 80/20 mix of entertainment and promotion
- Original video series, including a weekly live sports and entertainment roundup and street challenges
- Photography, graphic design, blogs and infographics for every promotion
- Billboard campaigns, from photoshoot and copy to design
- Brokered Drizilik as brand ambassador (2023 – 2026)
- Win A House (April – August 2026): a 16-week, 360° campaign led by Drizilik, ending in a handover of an $81,000 bungalow at TAF Salone Micro City to Kenema miner Abu Fomba
- Winner stories and payout announcements on SwitSalone for five years: record lotto wins, jackpots won from small stakes, and payouts to thousands of customers at a time
- Promotions that gave away cars, bikes, smart TVs, phones and a trip to Kenya
- Brand-safety communications, including a press release confirming Mercury would take no bets on Leone Stars matches
In pictures
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