This project included establishing and managing social media and promotions teams for a truly integrated big-budget approach of PR, social media, celebrity engagement, influencer strategy, content production and digital advertising was established, with the team following a fluid, tailored strategy to hit the social network’s core audience. Global publicity and advanced digital marketing methods helped the startup maximise its marketing budget through the use of a multitude of below-the-line methods complementary to this exciting, young and dynamic organisation. Negotiated with celebrities and drove Cristiano Ronaldo’s related social posts. Sportlobster’s subscribers increased from 12,800 to over 500,000 during the eight-month project directing global communications and has since then continued to grow exponentially – approaching 3m users.