Keno, a lottery brand of Tabcorp, one of the largest and most influential wagering brands in Australia, brought their social advertising in-house. Together with Smartly.io, they acquired 38X more new customers while reducing cost-per-acquisition by 97%.
Keno was always faced with the need to generate customized creatives with current jackpot amounts at scale in a timely manner. More specifically, every hour, so that prospective customers would be enticed to play the lottery. Coupled with the business decision to bring their social advertising in-house, they aimed to empower their digital marketing team with greater transparency and agility on their paid social campaigns.
Creating a feed and managing it was a blocker to having Keno get up to speed.
Keno partnered with Smartly.io on both the creative and performance fronts. Smartly.io helped the lottery brand create and automate two feeds owing to varying jackpot amounts. Working with Smartly.io’s Creative Studio, Keno’s signature ticker creative was recreated as a video template. This was then automatically scaled into original video ads, with dynamic jackpot numbers pulled from Keno’s jackpot API on an hourly basis. Triggers were automated to set campaigns live mid-week and paused during the weekend.
Onam Khatri
Performance Media Manager
Keno tested this campaign in the Australian Capital Territory and saw new account acquisition numbers increase by 38 times. The regular refresh of their ticker ads with new jackpot amounts resonated better with their audience, while reducing cost-per-acquisition by 97%. The winning formula of having a template and triggers in place allowed Keno to achieve personalized ads automatically. This enabled them to obtain their goal of in-housing digital advertising optimally with an efficient team of 2.
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