ILLINOIS LOTTERY:
Dynamic Creative Optimization for Display
meets big performance opportunity
BIG WIN ENERGY
The Illinois Lottery wanted to bring Big Win Energy to everyone on their app. They wanted to let people “play differently” and double the number of weekly players by the end of the year. However, they were hitting barriers, considering only 8% of people are aware that there even is a Lottery App.
We strategically implemented a Dynamic Creative Optimization (DCO) strategy in partnership with implementation from Clinch. We capitalized on targeted moments throughout the day for 4 specific audience cohorts.
Our goal was to drive engagement and downloads, all while optimizing for improvements in key KPIs.
PERFORMANCE IMPACT
13%
lift in CTR versus
control (BAU)
Gaming Moms + Morning
Creative Class + Afternoon
16%
lift in CPC efficiency
versus control (BAU)
Sports Bettors + Evening
Gamefluencers + Night
DCO: The Intersection of Personalization and Efficiency
The beauty of DCO is that you can use a single template to create hundreds of versions of creative. That means only a little output needed for big, lasting performance impact.
For this project, we created a single template that utilized the brand campaign’s gradients, but altered to reflect the time of day the ad would be served. We then identified key games for each audience. And finally, using a spreadsheet integration for personalized copy, were able to rollout final versions through Clinch.
