Case Study
Allwyn Boosts Awareness 26% and Wins Over National Lottery Players
“We were thrilled to support The National Lottery in finding audiences eager to participate in their super mega jackpot event. Leveraging the open internet, we tapped into a vast opportunity to reach new customers. With Quantcast, we developed a winning strategy that increased awareness by 26% and significantly boosted our chances of campaign success.”
Hayley Ballard, Digital Integration Director, Hearts & Science
Awareness Lift
Increase in ROAS
Allwyn, a leading multi-national lottery operator, are trusted guardians of all that is good in lotteries and casual gaming entertainment.
Industry
Entertainment
Brand
Allwyn
Product
BLL, Quantcast Advertising Platform
Challenge
Allwyn, a leading lottery operator, wanted to promote The National Lottery’s EuroMillions. They needed to drive awareness for the super mega jackpot event and motivate users to purchase lottery tickets to win the jackpot.
Solution
Their agency, Hearts & Science, turned to Quantcast for the ability to reach the consumers most likely to be interested in playing the EuroMillions and deliver a range of creative solutions (online video, interactive banner display, and standard display). To increase awareness of the lottery, they used Quantcast’s affinity audiences, targeting users who have shown an interest in the EuroMillions as well as luxury products. With Brand Lift Live by Quantcast™, they measured brand awareness in real time, enabling in-flight optimisations towards the most receptive audiences. To drive performance, Quantcast used live pixels on The National Lottery’s site to understand their converting audience and find similar users across the open web. Finally, they retargeted users who were exposed to the awareness campaign with performance display ads.
Results
The campaign hit the jackpot, reaching and winning over The National Lottery’s ideal players: they boosted awareness by 26%, driving 24% more site visitations at a 2% higher converter rate.
The Partnership
