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Secrets
of Pharaoh

The case of UWP.Digital and Liga Betting: how to attract new bettors to the pandemic with the help of special projects
  • Cyberbet
  • Guess the Footballer
  • Betting School
  • Gambling
  • Promotion formats
7X
cost of attracting a customer
CR
30%
audience
Gambling vs. Marketing
The goal
Increase company profits monthly
Tools:
  1. Contextual advertising
  2. Media advertising
Tasks:
  1. Conduct an audit of the current strategy
  2. Media advertising
  3. Strengthen contextual advertising
  4. Launch media advertising
7X
cost of attracting a customer
30%
audience
Gambling vs. Marketing

How we did it

Solution
To achieve these goals, we decided to launch special projects. The most effective ones were:
1. Cyberber
a special project to develop a new cybersport direction.
2. Betting school
special project for training those who want to bet, but do not dare.
3. Guess the Footballer
special project to retain the current audience of bettors and attract new ones.
Gambling vs. Marketing

CyberBET

October 7, 2020 - November 25, 2021.
During the pandemic, "League Betting" found itself in a critical situation. All sporting events were canceled, and people stopped betting.

What did we do?

Mechanics:
On the site "Sport-Express" online tournaments of different sports placed odds and invited users to bet.
Promotion formats:
  1. Banners with odds on thematic pages;
  2. Articles
Result:
By attracting eSports bettors, `CyberBet` managed to increase its audience by 30% after 6 runs, one eSports tournament a week. The special project is still being promoted today. The number of those wishing to bet on cyber tournaments continues to grow.
Gambling vs. Marketing

Betting school

October 7, 2020 - November 25, 2021.
The main message of the special project is "Betting is easy. To understand how - study the material in test form".

What did we do?

Mechanics:
The user gets on the bandwagon and goes through a 10-question quiz. For each correct answer, he gets 100 free bets (free bet). As a result of the quiz, the user registers on the site of CyberBet with a promo code to receive the accumulated freebies and tries to place their first bet.
Promotion formats:
  1. A page on the website of Sport-Express, where the user could take lessons with tests.
  2. Advertising banners.
Result:
In 2 months we managed to attract new users and reduce the cost of attracting a client by 4 times compared to conventional placements on the "Sport-Express" website.
Gambling vs. Marketing

Guess the player

October 7, 2020 - November 25, 2021.
On the website of Sport-Express, they placed a separate landing page, to which with the help of advertising they led the user and offered to play the game.

What did we do?

Mechanics:
We created a landing for the "Guess the Footballer" quiz on the Sport-Express website.
The essence of the quiz is to guess the player by his shadow. At the end of the quiz, the user is asked to leave contacts, participate in the drawing for a VIP ticket to a UPL match and go to the "CyberBET" website.
Promotion formats:
  1. Media, contextual
  2. Targeting advertising
Result:
The special project lasted two months. During that time we attracted new users and reduced the cost of attracting a client by 10 times compared to ordinary placements on Sport-Express.
Gambling vs. Marketing

Strengthened contextual advertising

To increase the number of orders, we decided:

1. Redistribute the budget from branded campaigns to non-branded campaigns:

  1. expand category campaigns;
  2. redesign ads;
  3. redesign banners;
  4. expand semantics;
  5. add general queries and product ads;

2. Increase the volume of campaigns to Ukraine

STEP 1:

Redesigned the banners. Previously, the banner featured BeatyStory products and text. Designers rethought the visual presentation of the brand and suggested their solution. The banners became more colorful to attract more attention, and we added discount information to increase the conversion rate per click on the banner.
STEP 2:
Introduced promotional banners. There had always been a 25% discount on the BeatyStory client site, but UWP digital started attracting a new audience that didn't know about it. So for the new audience, we put it as a benefit on the banners.
STEP 3:
We launched autotargeting. Over time, it became the second highest
number of leads after branded ad campaigns.
STEP 4:
Increased the budget for ad campaigns. This enabled the launch of smart
banners, retargeting and a category campaign with a group of "facial care" ads.
STEP 5:
launched the Manicure/Pedicure and Body Care categories.
STEP 6:
launched the Campaign Wizard for high-frequency queries.
25%
сonversion
+70%
audience volume
Developed a strategic mix of SMM tools. Currently, 5 major social networks were involved.
87%
profitability
We optimize advertising campaigns based on sales funnel data with the accuracy of income from each ticket sold. We control the return on advertising and increase the profitability of the client's business
+40%
Attracting the attention of new customers
+20%
Increasing confidence and loyalty of customers
+45%
Brand awareness
+28%
Increasing profit by

How we did it

Developed a plan to scale the strategy

First of all we decided to scale the advertising strategy and use other types of promotion:
  1. Strengthen contextual advertising: it was the focus, as its optimization was seen as the main point of growth.
  2. Launch targeting advertising.
  3. Launch media ads in and Display&Video 360 Google.

Media advertising launched

The first media advertisement was launched across Ukraine in June 2021 in the format of banners in Google ads.


With the help of media advertising we increased brand awareness and brought conversion into orders. Totally from June till December 2021 the media advertising brought BeatyStory 8+ million clicks and 1026 orders.

Gambling vs. Marketing
We were looking for a color that could look brighter than the main market players use and at the same time talked about energy power. We settled on yellow, associated with crispy pastries. In addition, we chose accent black, which also added contrast and depth. The service of the coffee house is not limited to drinks but is completed by pastries, desserts, and main dishes. Thanks to this, we were able to reach a larger target audience and not focus only on coffee lovers.
Gambling vs. Marketing
A brand is not only a bright visual.
It is a strong emotional connection of the company with its audience.

UWP Digital created a logo, corporate colors, tone of voice, and layouts for branded cups and menus as part of the client's request.

We did not stop at the visual and went further. We developed a content strategy to draw attention to the new style of the coffee house. Facebook and Instagram were the main social platforms for getting the audience acquainted with the brand. Through posts and stories, we gradually introduced customers to the history of the establishment, concept, philosophy, and services.

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