Testing our way to a smarter lottery relaunch
Challenge
Scottish SPCA knew there was untapped potential in its Weekly Lottery product, but a thousand competing priorities meant they needed help to relaunch it, on a scale far larger than they’d ever attempted before.
Solution
First we helped the SSPCA team to upskill themselves in how Weekly Lottery promotion had evolved since their last foray. We looked at competitor marketing assets to unpack the consistent themes and trends in Weekly Lottery banker ads, and overlaid this with DMS’s prize-led motivation insights to develop a multi-sprint creative test strategy. The resulting assets that DMS created were uniquely Scottish SPCA, but demonstrated strong acquisition power from the offset.
71
%
CPL OF BUDGET
2.9
%
ENGAGEMENT
15
%
CONVERSION
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Result
Iterative creative development quickly enabled the Scottish SPCA to hone in on a suite of banker ads that consistently achieve strong CPLs and a complementary Welcome Journey has been created to maximise their retention. Scottish SPCA now knows which audiences and messages drive response, giving them a scalable framework for ongoing player recruitment and sustainable Weekly Lottery growth.
