Background
Tipico, the #1 ranked sports betting platform in Germany was looking to grow its brand presence and better acquisition in the US. Tipico was up against industry giants such as FanDuel and DraftKings with a fraction of their competitor’s budgets. They sought to take a data driven approach to targeting customers and creating measurement solutions to show proof of performance and maximize use of various data sources.
Goal
To beat previous year’s CPA benchmark.
Approach
Our idea was simple: to reach target prospects along the entire customer journey. This meant centering the media strategy and plan on Tipico’s most engaged prospects and their shared attributes, behaviors, and decision drivers. To do this, we used audience modeling to pinpoint actionable audience segments and determined the best channels, platforms, and messaging required to connect with each audience member. We utilized real-time insights to quickly pivot bid adjustments and budget priority to top performing audiences. Our agile test and learn approach was applied to the creative as well. Throughout the campaign we ran A/B testing to uncover the most compelling creative offers by audience and journey stage.
Results
The insights garnered from our audience model translated into media executions that resulted in a 25% increase in overall conversion in Q3 & Q4 of 2020.
