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