Launching Scottish Heritage Lottery
The National Trust for Scotland, like many charities, decided to launch a new lottery – The Scottish Heritage Lottery – to raise funds for their organisation.UK
As well as established lotteries like Lotto, People’s Postcode Lottery and Scottish Children’s Lottery, there has been an explosion of Charity lotteries recently, some with large prize funds and also large budgets behind them, so it is a very competitive space.
The Scottish Heritage Lottery proposition is £1 per play with a £500 top weekly prize and smaller £50 and £5 prizes, plus a weekly jackpot of up to £5k – so not the biggest of prize funds, but still attractive to potential players.
Our main challenge was to launch the Scottish Heritage Lottery with an initial media budget of £30k and contribute to 2600 players required for the 1st draw.
A further unanticipated challenge at time of planning the campaign at the start of March was the impact of COVID-19 with lockdown coming into effect towards the end of March 2020.
Our budget was small, so we needed to use it as efficiently as possible and target those warm to playing lotteries. Our insight showed us that the key target audience was C2DE women age 45+ in Scotland – a very different audience to the usual National Trust for Scotland target audiences. Our insight showed that TV was by far the media this target audience was most likely to consume – 29.5 hours a week as oppose to the average of 24 hours.
Our budget was too small to consider running a TV campaign and there was no budget for a video creative asset. Not to be deterred, we approached STV to see if they would work in partnership with on this, which they did. Our partnership allowed us to access the STV Growth Fund, as this was a campaign that would not usually be able to run on tv without support. This meant our money doubled and we were able to work with the STV team to create a cost effective 30 second video asset to use on TV and to run for 3 weeks on STV.
The STV creative team excelled during the creative process, creating the 30 second video asset in lockdown conditions. Another upside of lockdown for this campaign was that viewing figures on STV increased over this period, resulting in a higher reach than forecasted.
A small amount of additional budget was secured by the client allowing us to extend the campaign to run on Paid Social and PPC.
Through STV, the campaign achieved 82% 1+ reach against our core 45+ C2DE women audience, 74.9% 3+ reach and 7.9 Opportunity to See.
Using Paid Social, we achieved 1.5m impressions with a reach of 191,776 and drove 19 sign ups. Engagement was strong with an additional 623 reactions, 46 comments and 52 shares generated. Of the post reactions delivered, 96% of these were standard thumbs up 'likes' while 3% were 'loves'.
PPC drove 460 clicks and 44 sign ups giving us a strong 10% conversion rate.
The client was able to exceed the target sign ups to launch the Scottish Heritage Lottery at the end of May. Target was 2600 and overall they secured 3,044. The above the line TV activity also had a positive effect on the wider marketing campaign as the direct mail that was sent out gave them the biggest response they had ever had for a direct mail. They are following up with some further digital activity in October 2020.
See the 30 second advert for the Scottish Heritage Lottery here.