Goals and objectives
The primary objective of the campaign was to drive first-time deposits (FTDs) from newly registered players in South Africa, while maintaining a cost per acquisition (CPA) between €35 and €40. The client, Mediaplanet Limited on behalf of Lottoland South Africa, had previously struggled to generate new customers through Meta in this region. It was essential not only to meet the CPA target but also to attract high-value players. By leveraging a native advertising approach, the campaign achieved significant breakthrough performance on a platform that had historically underdelivered for the client. Furthermore, the strategy allowed for scalable budget allocation and consistent monthly spending, even amidst fluctuating lottery jackpot values throughout the year.
Surprising Insights
One of the most surprising findings was users’ willingness to engage with offers at higher price points than initially anticipated. While the team expected that lower-cost offers (£1–2) would be necessary to drive conversions, they discovered that users were comfortable converting at more than double that amount. This insight not only helped the campaign meet its CPA targets but also contributed to improved long-term customer value—an essential metric for success in the gambling sector.