Eurojackpot is a multi-country lottery where you can play a ticket for a starting price of only €2. The lottery draw is held every Tuesday and Friday evening and it is the team here at GroupM Nexus Netherlands that helps manage their entire social media advertising strategy and campaigns.
As the industry’s leading team of media performance experts in digital channels and platforms, GroupM Nexus provides activation services and intelligence, enhanced by technology and AI that make advertising work better for people. GroupM Nexus social teams build results-oriented, value-driven campaigns for clients using first-to-market advantages with the world’s leading platforms.
Eurojackpot runs prospecting, retargeting, and CRM campaigns showcasing the jackpot across multiple audiences. To make the jackpot more attractive, the amount fluctuates weekly. No one can predict the jackpot details, and the creative and the copy must always reflect the most up-to-date jackpot amount. This means the GroupM Nexus team needed to update the creative and copy on a weekly basis across each group of audiences to ensure the most accurate information. Due to the number of ads, this weekly task is extremely time consuming.
Earlier this year, EJP announced that they'll add an additional weekly draw on Tuesdays, adding even more complexity to the current set up. With an extra weekly draw, the monthly media budget also had to be paced between two campaigns in relation to the weekday and its relative position to the jackpot draw days (eg. Thursdays/Fridays, Mondays/Tuesdays should have more budget than the days before). Because of these additional requirements, the GroupM Nexus team must manually set up campaigns over the weekend in order to continue meeting the clients’ needs.
With Smartly.io Workspaces' powerful automation, the GroupM Nexus team was able to automate an otherwise extremely manual campaign setup with real-time changes.
In addition to this, the team was able to avoid working on the weekends and still meet all of their client’s needs!
Through this process, the GroupM Nexus team managed to reduce their manual workload by 65%, significantly reduced the opportunity for human errors and ensured budgets remained on track month-to-month. Now the team has more time to focus on business strategies and innovations, to continue to increase performance for the EJP client.
But the benefits don’t stop with time savings. With the addition of a second draw, the differentiation in the jackpot size, alongside using Workspaces for these campaign setups, the GroupM Nexus and EJP team have seen a significant 59% increase in ROAS (vs. the period before without Workspaces).
Dennis van der Zant & Martijn Sanders
GroupM Nexus Social Team