During the campaign, which took place throughout September, the platform recorded 5.5 million impressions on TikTok and a 23.87% click-through rate, along with a 749% increase in new users and a 412% rise in app installations. The number of active users also grew by 208%, reaching 110,000 during the period.
According to Fabricio Nunez, Marketing Head at SeuBet, the goal was to challenge the sector’s traditional communication model — often centered around promotional dates and generic urgency.
“We bet on the kind of humor that Brazilians instantly recognize — caricatured, exaggerated, but genuine. The results show that it’s possible to combine irreverence and performance sustainably,” he said.
Social media performance also reflects the brand team’s strategic understanding of digital behavior. Giovanna Figueiredo, Branding Supervisor, highlights the importance of acting in real time:
“We actively monitor everything that’s trending so we can engage at the right moment. Timing is everything in today’s hyperconnected world. People seek conversations, not prepackaged answers. That’s why we work with trending topics within the brand’s universe, always authentically and consistently,” she explained.
Building a proprietary date
The Bet market has become increasingly competitive and saturated in formats. In this context, SeuBet’s initiative stands out for creating its own date — controlling narrative, timing, and engagement. The choice of the capybara, the brand’s mascot and a Brazilian cultural symbol, reinforces the intent to build a cultural, not just commercial, connection with users.
“By officially creating Capybara Day, we built an event that belongs to the community, not just the brand. It’s a way of fostering identity and collective memory within the betting universe,” said Nunez.
In addition to its online presence, the campaign also reached the physical world in São Paulo, with activations at the Vila JK concert venue, as part of a 360º strategy combining gamification, content, and direct audience interaction.
CapiWeek’s visual language parodied large retail campaigns with mock anglicisms and intentionally exaggerated voiceovers. What could have been risky in another segment became a powerful element of closeness with the audience.
“When used properly, humor is one of the most powerful tools for connection. It breaks formality, creates empathy, and makes communication more human — especially in a sector often perceived as technical or distant,” evaluated Nunez.
Performance with identity
The campaign helped SeuBet balance entertainment and performance, expanding the brand’s organic reach and building a unique cultural narrative. For the market, the case signals a broader trend: digital brands differentiating through language and identity rather than pure offer.
“Creating our own calendar was a way to escape the saturation of commercial dates while building long-term brand value. The audience doesn’t just want promotions — they want experiences that make sense within their culture,” concluded Nunez.
SeuBet
SeuBet is a sports betting and online gaming platform under the H2 Group, which has been professionalizing the entertainment industry in Brazil for over two decades. With a portfolio ranging from live casinos to thousands of global sporting events, SeuBet operates legally in Brazil, providing a safe and transparent betting experience.
The company is committed to promoting a Responsible Gaming environment, offering 24/7 humanized support and initiatives that encourage conscious betting. Trust, safety, and innovation are core pillars of SeuBet, which continues to expand its presence in the Brazilian market backed by the solidity of the H2 Group.
Source: GMB
