Case: Lottoland

Goals and objectives for the case

Lottoland is multinational gambling company offering customers the opportunity to bet on a wide range of international lotteries. Lottoland has grown rapidly to become a world leader in online lotto.

The purpose of our campaign was to specifically highlight an upcoming draw for the Irish Lotto, which was available to customers in the UK. The team at N365 created native articles promoting the draw which were published on the day of the draw across several publishers and on various bespoke content sites. Visitors are found via paid ads on Facebook.

KPI’s:

High volume of first time customers at a low Cost per Acquisition (CPA). We were given unlimited scaling potential dependant on remaining within CPA targets. This was measured in real time using Facebook business manager where campaigns had been created for each publisher. The client was given hourly updates and budgets were set on an hour by hour basis.

Target audience:

In line with guidance from the ASA and CAP, this campaign was targeted towards strictly 25+ age groups, with extra measures implemented to ensure safeguarding of minors, such as disabling the Facebook Audience Network. Except from this, the target group is generally wide encompassing all those who are legally entitled to place a bet on with Lottoland.

Creative idea:

Going into this event, we had been working ongoing with Lottoland for just over a year in the UK with our three-step approach, which had given us a lot of learning in terms how to engage and convert our readers.

Some learnings are more substantial than others:

• We need to speak to the readers of each publication in a familiar way. If you’re a reader of a tabloid, you probably like that tonality, whilst other people might like a different style of messaging.
• The readers needs to be able to relate to the situation described in the picture. It needs to be credible, and we want to generate the ”that could be me”
• The high jackpot amount drives engagement and interest for obvious reasons
• Combining these learnings, we set up ads and articles to fit each publisher, highlighting the enormous jackpot amount that could be won by anyone (£8,000,000) and explaining how to bet on the draw.

Results:

Our campaign with Lottoland got second place in Native Advertising Awards in the category Best Use of Facebook in 2021

N365 managed to get no less than 11,200 new depositing customers on that day alone (!). These results were truly mindblowing since neither we nor the client thought these volumes would be possible to drive in during just one day.

Award winning campaign

Our campaign with Lottoland got second place in Native Advertising Awards in the category Best Use of Facebook in 2021 for converting 11,200 new customers in just one day.

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