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.

 

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.

 

Superbet_CaseStudy1

 

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.

 

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)

 

Superbet_CaseStudy2

 

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.

By Sorana Dulgheru, Regional Marketing Manager, Balkans

 

To effectively leverage KFC’s creative assets and maximise campaign metrics, the brand team immediately began collaborating with UM Romania and Httpool. Over 1 million views were achieved for the trailer of the KFC series and more than 500,000 views for most of the 4 episodes.

This is a strong example of how using a mix of social platforms within the media plan can impact the results of a brand campaign. The series ‘KFC – Freshly prepared’ was a creative initiative built by KFC to strengthen brand awareness across the market. The aim was to increase brand appeal amongst the target audience, by diminishing the myths circulating on how KFC food is prepared and cooked in KFC.

 

KFC_CaseStudy1

THE GOAL

Debunk the KFC Myths

The current market dynamics mean it’s more crucial than ever for all brands, especially within the fast-food industry, to ensure they have a strong and positive brand recognition. Brands such as FKC need to make sure they are at the forefront of their audiences’ minds, and that they are always the answer to the question ‘where should we eat this evening?’.

Taking the above into consideration, as well as knowledge of the negative KFC myths which had previously been confirmed in a study conducted by Kantar Insights Romania, the brand team got to work creating an innovative approach to address this challenge. The result was a unique mockumentary production-experiment, providing a new type of brand content, and shining a new light on the truth about KFC. #pebune #forreal

The mini-series shows a former intern at KFC attempting to launch a new restaurant in Bucharest, named AltKFC. In the series the former intern attempts to action all the myths circulating about the brand, to disprove their validity, and demonstrate the myths total contradiction to the reality of the KFC universe.

The full series can be watched on YouTube, on KFC channel.

 

KFC_CaseStudy2

 

With The Help of Httpool

With initial focus on the awareness and engagement objectives, Httpool proposed a mix of platforms able to complement each other in regard to both audiences and ads formats, to best deliver the message, and the desired creatives of the campaign, to achieve maximum impact.

  • Spotify
    Htttpool recommended using a mix of audio everywhere, video takeover, and sponsored session formats. This is to first capitalize on the platform’s main power assets, and second, to ensure users are reached by a multitude of ads, across a number of formats, with the hope of encouraging action and engagement. The results proved that audio was the best performing format, achieving 55% higher CTR than the Spotify benchmark.

 

KFC case study

  • Snapchat
    The recommended format here was Snap Ads. These appeared between story posts and within premium content on the discover tab, achieving a 60% higher completion rate for videos compared with the benchmark.

 

KFC_Snapchat

  • AdColony
    It was recommended to use instant play videos, with dynamic end card formats. This allowed users to interact with the campaign visuals and click on any episode to extend the viewing time. This technique developed amazing results, achieving engagement of 7% which is 2.5X higher than the benchmark. Furthermore, reaching a high video completion rate of 94%.Link: https://drive.google.com/file/d/14k6DQGRIp5coFtzVT9HQ_SN8zZef_qZW/view

KFC_AdColony

 

Key learnings:

  • Ideally, all relevant media partners should be involved in the project from the onset and before the development of creatives. This is the best approach to ensure that creatives are tailored to the features of each recommended platform.
  • Leverage the benefits and functionalities of each platform, maximising potential, to boost both the relevance and impact of the campaign.
  • For broader audience groups ensure to include a strong mix of media plan platforms that can secure cross age range coverage. This will help achieve optimum reach.
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