The 'We've Had Some Work Done' campaign shows how a bold celebrity refresh can cut through the noise and drive app downloads for competitive brands.
Caesars sportsbook proved that in a market crowded with lookalike competitor ads, a bold creative angle tied to a trusted figure can break through and drive real business results. The brand's 'We've Had Some Work Done' campaign featured NFL legend Clay Matthews with a dramatic new look, generating viral attention that extended far beyond the paid media buy itself.
Sports betting apps compete on nearly identical functionality: odds, live betting, cash-out tools, same leagues and games. When every competitor runs ads that list features or promise better payouts, none of them stick. Caesars chose a different path: use a recognizable person, add a surprising visual element (the transformation), and wrap it in a self-aware message that feels more like a joke than a sales pitch.
The result was the kind of moment people screenshot and share, which turns paid media into organic word-of-mouth. That's the real multiplier in competitive categories. A $50,000 paid media buy that generates viral momentum can reach audiences who never saw the paid ad itself, because someone they know sent it to them.
You don't need an NFL star to use this playbook. The principle works anywhere you compete in a saturated space: retail, local services, B2B, professional services. Find a recognizable figure, your owner, a long-time employee, a trusted local voice, pair them with a visual or message that creates surprise, and lean into the self-aware humor. This works because it breaks pattern interruption. Humans notice change.
The Caesars campaign succeeded because it optimized for all four. It spent paid media efficiently, generated earned reach through virality, drove app installs directly, and built brand awareness that persists after the campaign ends. That's the full ROI picture.
How WebKing runs this
When we build paid campaigns for competitive verticals like sports betting, local services, or retail, we focus on creative angles that stop the scroll. The Caesars case shows why: pairing a recognizable person with a surprising visual hook (the makeover) and a self-aware message ('We've Had Some Work Done') creates the kind of moment people share and remember, which compounds reach beyond paid spend alone.
In crowded markets like sports betting, standard feature ads blend together. A visual transformation tied to a trusted figure creates surprise and shareability, which extends the campaign's reach into earned media and word-of-mouth at no extra cost (per Marketing Dive, September 2026).
The core principle works anywhere: pair a recognizable local figure or your own team with an unexpected visual or message angle. You don't need an NFL star, a trusted owner, long-time employee, or community figure can anchor the same kind of 'look what changed' moment in your market.
Viral isn't always the goal, but ads that make people pause, smile, or talk to someone else tend to generate better ROI than product-focused spots. Test with bold, self-aware creative tied to a real person or unexpected angle, then measure both engagement and downstream customer action.
Track paid impressions and clicks, but also measure earned impressions (shares, mentions, news coverage), app downloads or sign-ups, and downstream revenue. The Caesars campaign drove viral attention, which feeds both direct conversions and brand awareness that pays dividends later.
Sources
The Lab is original analysis by WebKing. We summarize and interpret developments from the sources above for industrial, commercial, and small business owners. Figures are reported as published by their sources.
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