How Our Direct Response Ads Built a Billion-Dollar Company




Sign Up, Deposits


Strategy, Concept, Creative, Marketing


FanDuel is the industry leader in Daily Fantasy Sports. The company has disrupted the fantasy sports industry by pioneering an entirely new category. When our CMO, Jesse Boskoff, first began his advertising work with FanDuel in 2012, the company was valued at $10 million. Boskoff was retained to oversee all of the company’s paid online marketing channels and subsequently became integral to the company’s offline advertising efforts as well. With over $300 million raised since 2014, the company has focused largely on growth via user acquisition marketing.

As a seasonal business, FanDuel’s user acquisition model is heavily weighted around the NFL season. With growth being the company’s primary objective, much of the company’s success hinged on its ability to acquire as many new users as possible each NFL season. The challenge for our team was to ensure that all advertising spend can be achieved within the defined cost-per-acquisition (CPA) goals. 


Through a disciplined and aggressive direct response marketing regimen, our marketing team dedicated efforts into every element of FanDuel’s multi-channel ads campaigns, including Facebook Ads, Instagram Ads, Google Adwords, YouTube, Radio Ads, Television Ads, and Content Marketing. Our team’s approach consisted of rigorously testing, continuously optimizing, and strategically scaling. Leading the Facebook campaigns, we focused on not only maximizing conversions but also growing FanDuel’s organic base of Facebook fans. To further strengthen paid campaign performance, we wrote and improved website copy on key pages, including homepage and landing pages, to foster conversions. 

 We also devised a creative viral content marketing strategy to drive traffic to FanDuel’s Insider blog and were able to attract over 30,000 new customers with very little advertising spend. Additionally, recognizing the importance of SEO as a marketing channel, our team dedicated efforts into ranking the company on page 1 of search results for fantasy football, fantasy baseball, fantasy basketball, and dozens of other meaningful keywords. Expanding into the offline space, our team wrote and post-produced compelling director-response TV and radio advertisements to drive further brand visibility.


While singlehandedly managing the company’s Facebook ad campaign in 2014 and 2015, we successfully grew marketing spend to over 20 million and surpassed the company’s CPA goals during each of these years. Our social marketing strategies also generated rapid growth of FanDuel’s Facebook fans from 20,000 in 2013 to 1.2 million in 2015. Our team’s scaling efforts paid off when FanDuel became the world’s second-biggest advertiser on Facebook in 2015 and the biggest advertiser on Instagram in Fall 2015.

Carrying over the digital marketing success to the online space, the direct response television and radio advertisements written by our team saw over $200 million and $50 million in combined advertising spend, respectively. With our team spearheading four successful years of advertising, FanDuel grew its user base by over 12,000%. The company was valued in excess of $1 billion in early 2016. This incredible growth rate made FanDuel one of the decade’s biggest startup growth stories. 

Let's work


Contact Us Iconicon