Case Study
The National Lottery Launches its First-Ever, Cross-Funnel Campaign on the Open Internet
+4%viewability vs. goal
-85%Cost per completed view vs. goal
-30%Cost per visit with retargeting
Case Study
+4%viewability vs. goal
-85%Cost per completed view vs. goal
-30%Cost per visit with retargeting
With an exceptional €130 million superdraw jackpot on Euromillions, the National Lottery wanted to boost the awareness of its flagship game and draw in player engagement. Going beyond its traditional strategy, the brand sought new and creative ways to enrich its presence across Belgian media.
More than experimenting with a new channel, the National Lottery wanted a partner capable of meeting its branding and engagement goals – moving audiences beyond awareness to consideration. This not only made the Open Internet an opportunistic ground to reach audiences at their peak of consideration, but also Onyx a suitable offering to leverage within Outbrain’s advertiser platform for a cross-funnel approach.
To address its objectives, the National Lottery and IPG Mediabrands
collaborated with Outbrain on a dual campaign. Delivering a high-attention awareness campaign with Outbrain’s Onyx solution, the National Lottery drove captivating video moments designed for a video-centric audience. In doing so, the brand was able to identify high-value audiences for continued engagement along the customer journey.
In the subsequent mid-funnel campaign, the brand utilized Outbrain’s precision targeting capabilities layered on this high-value audience to drive them down the funnel, lowering overall cost per visit and driving efficiency alongside brand consideration.
Following years of collaboration with Outbrain on middle and lower-funnel campaigns, we have decided to test their new branding solution, Onyx, to reach our upper-funnel objectives. Results against our awareness KPIs are impressive and the campaign did not stop there. Onyx also allowed us to boost the consideration of our campaign phase, reaching strong CPV levels.”
