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FOXWOODS

In April 2022, Foxwoods Resort Casino partnered with 5W Digital to refresh its social strategy and manage its channels end-to-end. The mandate: stand out in a crowded resort/casino landscape, increase brand awareness and engagement, and drive greater consideration among audiences most likely to book stays, buy tickets, and visit the property.

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Christine served as the team lead on the account, overseeing strategy, channel management, and performance against KPIs. Under her leadership, the team built an always-on organic social engine rooted in platform-specific use cases, audience insights, and performance learnings. To make Foxwoods feel more human, modern, and culturally relevant, Christine guided the development of:

  • New audience personas to sharpen targeting and messaging

  • A refreshed tone of voice to speak authentically to multiple segments (entertainment seekers, weekend travelers, casino guests, food & drink fans, etc.)

  • A new content system designed to increase consistency, relevance, and conversion

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What We Changed
 

  1. Content System + Cadence Reset
    Christine led a reset of publishing cadence and creative consistency, establishing a cohesive look and feel that made the feed feel intentional, premium, and instantly recognizable.
     

  2. Platform-First Creative
    The team leaned into platform updates and emerging formats in real time—keeping Foxwoods content competitive and algorithm-friendly in a high-noise category.
     

  3. Insight-Led Programming
    Christine ensured audience insights informed what content was created and prioritized, improving relevance and strengthening engagement quality.
     

  4. Demand Drivers Built Into the Calendar
    ​The team created pre-planned “real-time” content to support ticket sales and visitation around signature events and weekends, including:

    • Tacos & Tequila, Royal Rosé, Country Weekend, and more.
       

  5. Destination Storytelling
    Christine helped shift Foxwoods social from “casino-first” to “destination-first,” showcasing the full ecosystem—experiences, offerings, and partners—to reinforce the brand’s differentiator: the Wonder of Foxwoods.

 

Impact (Results to Date)

  • Follower Growth: +18,812

  • Impressions: 6,237,500

  • Engagements: 141,115

  • Engagement Rate: 2.3%

THE RESULTS

6.2M

Social Impressions

18.8K

Follower Growth

141K

Engagements

2.3%

Engagement Rate

2022 Winner - Gold MarCom Award, Integrated Marketing

  • LinkedIn
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