The Canadian Cancer Society Lottery
The Canadian Cancer Society Lottery (CCSL) wanted to generate incremental ticket sales for its 2015 Spring Lottery without employing mass media while breaking new ground with younger audiences but still engaging loyal demographics for their continued support.
The solution was a Facebook campaign created using Custom Audience and look-a-like targeting that pulled from existing purchaser databases. This type of campaign allowed for flexibility of real-time optimization to drive conversions and multiple types of messaging to be executed. In addition to unprecedented cost per conversion we were able to gather new insights and tactics to help drive further engagement and increase the effectiveness of future campaigns.