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Native Advertising in 2021

Superbet and Snapchat: The Winning Performance Marketing Combination!

By Sorana Dulgheru, Regional Marketing Manager, Balkans

 

Httpool strikes again, successfully suggesting Superbet incorporates Snapchat in their performance marketing strategy, which resulted in impressive results for the ‘First Time Deposit’ objective, achieving 15% higher outcomes than anticipated.

Superbet is the market leader within the betting and gaming industry. The company has achieved tremendous and noticeable growth across Central and Eastern Europe, and is the only Romanian company named in the Top 30 gambling organisations worldwide. This is undoubtedly Impressive, but the question is how did Superbet achieve this? By having a vision to transform the industry, by investing in new technologies, and by not only adapting to but also adopting new trends.

Regarding the fast adaption of new trends, Superbet expanded their online business. With the offline territory effectively covered, with over 1000 betting shops across Romania and Poland, Superbet is determined to revolutionize the online betting industry. Thus, with the recommendation of Httpool, Superbet decided to test the Snapchat platform as a new potential channel to help it drive growth on the Romanian market.

snap_superbet

The amazing idea was realized by Superbet’s digital team based in Croatia and powered by the Croatian Httpool branch.

THE GOAL

Gain New Active Users

Within this highly competitive industry and during a period of accelerated online usage, it became imperative for Superbet to discover new ways to stand out in the online world, enabling them to reach new potential consumers. Httpool was able to step in and recommend Snapchat as the optimal leveraging platform, to generate more active users for Superbet.

 

With The Help of Httpool
Firstly, focusing on Superbet’s main campaign objectives such as app installs, web conversions, and targeting men 18+. Httpool recommended an initial testing period in which several Snap ad creatives were tested against the app install and sign-up objectives. Once the desired results were reached the Httpool performance experts team began to scale and optimize, aiming to meet the following goals:

In order to achieve optimal results, two different campaigns were recommended against two distinct objectives:

  • One campaign with App install objective
  • One campaign with Website conversion’s objective

 

Several Snap ads creatives were used for the App install campaign. Their performance was closely monitored and only the top performing ones were kept.
Research shows that users need to see an ad three times at minimum, across three different touch points to act upon it, therefore the team also scaled the campaign to Story ads to increase the chances for the user to see the ad and act on it.

 

Superbet_Casestudy

Once the maximum potential was reached for the App install objective, Httpool recommended to Superbet to switch to App purchase optimization objective (for a maximum efficiency of the invested budget).

The campaign behind website conversion’s objective was the last step and took the users through 3 steps in this journey:

  1. Driving traffic to the website (to gather events)
  2. Generating leads (to trigger profile creations by the users)
  3. Website conversions (to trigger the desired end goal: First Time Deposit action point, the first time a new user pays)

 

The strategy proposed by Httpool enabled Superbet to over achieve their objectives (First Time Deposits) by 15% and deliver the campaign with an average eCPM of 1.5 Euro. Moreover, the successful result achieved in Romania by Superbet encouraged the company to reapply the Snapchat success story in Poland as well.

Snapchat helped Superbet achieve scalable and consistent results, through low-cost CPI’s and solid user quality. They’ve helped propel our rise in the download charts, they are a partner we can confidently rely on. The betting industry has a lot of advertising limitations, and we are happy to have Snapchat as a partner, help us with their suggestions and support to achieve maximum results.” -Miloš Tomić, Global App Manager, Superbet

Key learnings:

  • Romanians use Snapchat to consume content on the platform and not solely due to the lenses features.
  • A mix of placements and diverse ads formats need to be exploited in a Snap campaign to achieve optimal results, in terms of both awareness and performance.
  • Snapchat can deliver value at scale.
  • The results delivered by Snapchat for performance marketing campaigns are comparable with those achieved by other social media platforms, used traditionally for performance.
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