Through an effective, innovative and creative balance of programmatic display strategies, Crave & Lamb were able to deliver a consistent flow of new, high-value depositing users to the coral.co.uk website across their Sportsbook, Bingo, Casino and Live Casino products. We were mandated a strict CPA target, and in addition to new user acquisition we were also tasked with retaining existing users. The biggest challenge we foresaw was how to achieve the significant scale within this target. Competition from other Tier-1 sports betting operators would also be significant.
In setting up the campaign, we knew that the target audiences for Coral’s products would vary greatly. As market conditions, targetable inventory and CPM rates fluctuate considerably throughout the year, our in-house media traders understood that to maintain performance, daily budgets, frequency caps and bid aggressiveness would have to be moved fluidly between each targeting strand in a highly reactive approach.
Under CPA Target
Over New Customer Target
First touch point increase
Customer retention increase
What our client said
“As you may have noticed, we were awarded the industry’s top honour last night…operator of the year. This is a significant accomplishment, particularly in light of where we started. You guys have been a key reason for our success and outperformance vs. the rest of the industry. As I look back on the last 4 years, one of the best decisions I made was appointing Crave & Lamb and you have been an enormous part of our significant digital growth. While it might get lost in the day to day tactics, I wanted to take the opportunity to say thanks for your continued efforts in supporting Coral and the team. Great work.”
Chief Marketing Officer.
What the industry said
Best Use Of Display, Performance Marketing Awards, 2014
Best Use Of Display, Performance Marketing Awards, 2015
Most Effective Paid Social Campaign, Performance Marketing Awards, 2016
Most Effective Use of Programmatic, Performance Marketing Awards, 2016
“Crave & Lamb are worthy winners of this award as part of their stellar work with bookmaker Coral. The campaign was simply excellent, with clever use of technology and real-time bidding to deliver a very impressive ROI.”
Performance Marketing Awards.