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Secrets of Pharaoh
The case of UWP.Digital and Liga Betting: how to attract new bettors to the pandemic with the help of special projects
7X
cost of
attracting
a customer
attracting
a customer
CR
30%
audience
The goal
Increase company profits monthly
Tasks:
- 1.Contextual advertising
- 2.Media advertising
Tools:
- 1.Conduct an audit of the current strategy
- 2.Develop a plan to scale the strategy
- 3.Strengthen contextual advertising
- 4.Launch media advertising
7X
cost of attracting a customer
30%
audience
How we did it
Solution
To achieve these goals, we decided to launch special projects. The
most effective ones were:
- 1.Cyberbet
- a special project to develop a new cybersport direction.
- 2.Betting School
- special project for training those who want to bet, but do not dare.
- 3.Guess the Footballer
- special project to retain the current audience of bettors and attract new ones.
Cyberbet
October 7, 2020 - November 25,
2021.
During the pandemic, "League Betting" found itself in a critical
situation. All sporting events were canceled, and people stopped betting.
What did we do?
Mechanics:
The user gets on the bandwagon and goes through a 10-question
quiz. For each correct answer, he gets 100 free bets (free bet). As a result of the quiz,
the user registers on the site of CyberBet with a promo code to receive the accumulated
freebies and tries to place their first bet.
Promotion formats:
- 1.A page on the website of Sport-Express, where the user could take lessons with tests.
- 2.Advertising banners.
Result:
By attracting eSports bettors, `CyberBet` managed to increase its
audience by 30% after 6 runs, one eSports tournament a week. The special project is still
being promoted today. The number of those wishing to bet on cyber tournaments continues to
grow.
Betting school
October 28, 2020 -
November
29, 2020
The main message of the special project is "Betting is easy. To
understand how - study the material in test form".
What did we do?
Mechanics:
The user gets on the bandwagon and goes through a 10-question
quiz. For each correct answer, he gets 100 free bets (free bet). As a result of the quiz,
the user registers on the site of CyberBet with a promo code to receive the accumulated
freebies and tries to place their first bet.
Promotion formats:
- 1.A page on the website of Sport-Express, where the user could take lessons with tests.
- 2.Advertising banners.
Result:
In 2 months we managed to attract new users and reduce the cost of
attracting a client by 4 times compared to conventional placements on the "Sport-Express"
website.
Guess the player
October 7, 2020 - November
25, 2021
On the website of Sport-Express, they placed a separate landing page,
to which with the help of advertising they led the user and offered to play the game.
What did we do?
Mechanics:
We created a landing for the "Guess the Footballer" quiz on the
Sport-Express website.
The essence of the quiz is to guess the player by his shadow. At the end of the quiz, the
user is asked to leave contacts, participate in the drawing for a VIP ticket to a UPL
match and go to the "CyberBET" website.
Promotion formats:
- 1.Media, contextual
- 2.Targeting advertising
Result:
The special project lasted two months. During that time we
attracted new users and reduced the cost of attracting a client by 10 times compared to
ordinary placements on Sport-Express.
Strengthened contextual advertising
To increase the number of orders, we decided:
1. Redistribute the budget from branded campaigns to
non-branded campaigns:
- 1.expand category campaigns;
- 2.redesign ads;
- 3.redesign banners;
- 4.expand semantics;
- 5.add general queries and product ads;
2. Increase the volume of campaigns to Ukraine
Step 1:
Redesigned the banners. Previously, the banner featured
BeatyStory products and text. Designers rethought the visual presentation of the brand and
suggested their solution. The banners became more colorful to attract more attention, and we
added discount information to increase the conversion rate per click on the banner.
Step 2:
Introduced promotional banners. There had always been a 25%
discount on the BeatyStory client site, but UWP digital started attracting a new audience
that didn't know about it. So for the new audience, we put it as a benefit on the banners.
Step 3:
We launched autotargeting. Over time, it became the second
highest
number of leads after branded ad campaigns.
Step 4:
Increased the budget for ad campaigns. This enabled the
launch of smart
banners, retargeting and a category campaign with a group of "facial care" ads.
Step 5:
launched the Manicure/Pedicure and Body Care categories.
Step 6:
launched the Campaign Wizard for high-frequency queries.
25%
сonversion
70%
audience volume
Developed a strategic mix of SMM tools. Currently, 5
major social networks were involved.
87%
profitability
We optimize advertising campaigns based on sales funnel
data with the accuracy of income from each ticket sold. We control the return on advertising
and increase the profitability of the client's business
+40%
Attracting the attention of new customers
+20%
Increasing confidence and loyalty of customers
+45%
Brand awareness
+28%
Increasing profit by
How we did it
Developed a plan to
scale the
strategy
First of all we decided to scale the advertising strategy and use
other types of promotion:
- 1.
Strengthen contextual advertising: it was the focus, as its optimization was seen as the main point of growth.
- 2.
Launch targeting advertising.
- 3.
Launch media ads in and Display&Video 360 Google.
Media advertising launched
The first media advertisement was launched across Ukraine in June 2021 in the format of banners in Google ads.
With the help of media advertising we increased brand awareness and brought conversion into orders. Totally from June till December 2021 the media advertising brought BeatyStory 8+ million clicks and 1026 orders.
We were looking for a color that could look brighter than the main market
players use and at the same time talked about energy power. We settled on yellow, associated with
crispy pastries. In addition, we chose accent black, which also added contrast and depth. The service
of the coffee house is not limited to drinks but is completed by pastries, desserts, and main dishes.
Thanks to this, we were able to reach a larger target audience and not focus only on coffee lovers.
A brand is not only a bright visual.
It is a strong emotional connection of the company with its audience.
UWP Digital created a logo, corporate colors, tone of voice, and layouts for branded cups and menus as part of the client's request.
We did not stop at the visual and went further. We developed a content strategy to draw attention to the new style of the coffee house. Facebook and Instagram were the main social platforms for getting the audience acquainted with the brand. Through posts and stories, we gradually introduced customers to the history of the establishment, concept, philosophy, and services.
Let's promote your business
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Onnekop Per Bings vag 13B, 242 98 Horby, Sweden
info@uwp.digital
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