Government & State Agencies –

Lottery Marketing Campaign

📌 The Challenge

A state lottery agency needed to increase player engagement and revenue through a multi-channel paid media strategy. The goals included:

  • Expanding brand awareness for new promotions and game offerings

  • Driving digital engagement and participation through paid media placements

  • Reaching new and younger audiences (18-34) while retaining core players

  • Increasing website traffic from paid media to support ongoing lottery participation and awareness

🚀 The Approach

My Role & Contributions

As the lead strategist on paid media, I was responsible for:

  • Developing the media strategy & proposal: Crafted a data-driven plan outlining platform selection, audience segmentation, budget allocation, and measurement KPIs.

  • Audience Insights & Targeting: Conducted in-depth research to define core and expansion audiences, ensuring high-intent engagement.

  • Campaign Execution & Channel Diversification: Managed placements across Meta, Google, CTV, programmatic display, and DOOH, ensuring an optimized media mix for full-funnel coverage.

  • Website Traffic Growth Strategy: Designed and optimized paid media tactics to increase site visits, analyzing trends in new user acquisition from paid channels.

  • Performance Tracking & Reporting: Owned all reporting and insights, identifying optimization opportunities and delivering executive-level campaign analysis.

  • Budget Allocation & Strategic Adjustments: Recommended real-time bid and budget optimizations to improve efficiency and maximize return.

Key Media Decisions

  • Prioritized high-engagement video placements: Recommended a shift toward premium CTV and social video ads, achieving an 81.94% video completion rate (exceeding the 70% benchmark).

  • Refined audience segmentation for higher CTR: Used behavioral data to retarget engaged users, driving 30% higher CTR than prospecting audiences.

  • Optimized creative & seasonal messaging: Implemented quarterly creative refreshes to prevent ad fatigue, which contributed to a 66% increase in purchase consideration for lottery gifts.

  • Integrated foot traffic tracking: Helped establish store visitation measurement to prove the real-world impact of digital ads, leading to a 64.24% increase in in-store visits.

  • Boosted Website Traffic from Paid Media: Increased the number of new users from paid media by 42% quarter-over-quarter, contributing to 15.5% of total site traffic.

📈 The Results

  • 73.3M total impressions across all campaigns

  • 94.5K clicks, achieving a $2.46 CPC

  • 54,367 new users from paid media, a 42% increase QoQ

  • Website traffic from paid media contributed to 15.5% of total site visits

  • Retail store visitation lift: 64.24% increase in in-store visits

  • Optimized seasonal messaging: December’s creative refresh led to a higher CTR (0.40%) vs. October (0.34%) and November (0.36%)

💡 Key Takeaways

  • Omnichannel Paid Media Strategy Drives Results: A diversified media mix across Meta, Google, CTV, and DOOH led to strong engagement across audience segments.

  • Paid Media’s Direct Impact on Website Traffic: The campaign drove a 42% increase in new users from paid media, proving the effectiveness of targeted audience strategies.

  • Data-Driven Audience Segmentation Improves Performance: Retargeting audiences outperformed new prospecting audiences by 30% in CTR, reinforcing the value of first-party data.

  • Ongoing Creative & Messaging Refreshes Prevent Ad Fatigue: Seasonal alignment and refreshed messaging helped improve performance quarter over quarter.

  • Foot Traffic Attribution is a Game-Changer: Proving incremental store visits helped validate digital’s role in driving real-world engagement.