Growing Newell's Old Boys

Newell's Old Boys is the first major professional club Lionel Messi ever played for, in his hometown of Rosario, Argentina.

In early 2021, during COVID, I started posting Messi content on Twitter/X. I ran my own personal page, @idoknowball, and built and sold several others, including @TeamLeo10i.

The content got picked up by major outlets across countries: ESPN, Goal, Al Jazeera, Marca, Diario AS, The Sun, SportBible, GiveMeSport, CaughtOffside, FMG, Amar Ujala, and Periskopi, among others.

ESPN FC reposting a tweet from @idoknowball on Instagram — ESPN FC reposting one of my tweets on Instagram.

One of those videos became the most-viewed video in Twitter/X history — over 24 million views as of February 2023.

VPNAlert social media statistics page citing the Messi video as the most-watched video on Twitter in 2022 — VPNAlert's roundup of social media statistics, citing the record.

It didn't last. On April 23, 2023, a video of Turkish opposition candidate Kemal Kılıçdaroğlu passed 100 million views, surpassing mine.

Medya News article: Turkey's opposition candidate's 'Alevi' video passes 100 million views on Twitter — Medya News on the moment the Kılıçdaroğlu video took the record.

The Kılıçdaroğlu video now ranks the most viewed video on Twitter globally since 2022 surpassing the previously top ranked #Messi video which clocked 25 million views. We are witnessing a phenomenon. Speaks volumes.
— Sinan Ülgen (@sinanulgen1) April 22, 2023

Off the back of that, I started working with Newell's Old Boys to grow their English and Spanish audiences. Helped scale and build an expansive historical archive and Official Store infrastructure for Newells Carajo, which was started in 2020. We established online communities, created interactive touchpoints across 10+ international and Asian platforms, drove 100M+ views, and gained 100k+ followers across platforms.

28-day account summary for @Newells_en.