Learn how The Pools, home of football pool betting, landed a jackpot against the odds with Bring Digital’s Paid Social strategy — and why they’re continuing to place their bets on Bring.
As an established betting brand with a long heritage, The Pools wanted to focus on attracting new customers to play its online games.
While they were prepared to utilise all channels to achieve that, early tests in 2023 showed that advertising on Facebook and Instagram promised greater scalability in the long term than other digital channels.
Spotting a key growth opportunity, the Paid Social team at Bring Digital agreed on a benchmark CPA with The Pools and planned to start delivering campaigns from March 2023 onwards.
Because The Pools offers a diverse range of products — from sports betting to lottery and casino games — we started by segmenting audiences based on their primary interest. Finding the right audience for each product was a unique challenge each time.
We discussed with the client how we could boost paid social performance with improvements beyond the narrow scope of one channel. We looked at everything from ad messaging and creative testing to landing page experience and overall proposition. For example, our suggested changes to the Lottery landing page boosted the click-to-registration conversion rate by around 20%.
Finally, we pieced together user data to model the lifetime value of new customers rather than simply the initial deposit value. The findings led us to completely pivot our strategy and focus on the products that generated far more high-value customers.
The results after the first six months of running the campaigns were extraordinary. We delivered huge wins across every key metric, including driving nearly fifteen times the number of new user sign-ups we generated in the first month.
Looking at the bigger picture, we created a plan leading to exponential long-term growth. We quantified the value of our audiences beyond the initial transaction. We even made recommendations that sat beyond the channel’s scope, all to ensure the client’s holistic success in achieving their goals.
“Bring Digital’s Paid Social team impressed us with their unrivalled understanding of their channel and their willingness to go above and beyond to get the very best results. They prioritised collaboration over dictation so that both parties could work together. They didn’t settle for the easy option; they dug deep to find every opportunity, so we at The Pools could see the whole picture and make the best calls.”
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