2020 | Campaing strategy for Online Casino

Online Casino Campaign strategy and landing page

How to clearly convey the campaign's message and what metrics to use to determin its success?

WORK


Campaign strategy / UX

TOOLS I USED


Figma / Illustrator / Photoshop

landing page

BACKGROUND


Online Casino wants to increase the casino turnover by increasing the number of new depositing customers (NDC) and existing customer playing days. To accomplish this, the Casino is doing a sweepstake giveaway for a chance to win two tickets to the Turkey Rally together with Ott Tänak on a private plane. The promotion is open to existing players and players who sign up for the casino account.

OBJECTIVE


• Increase casino turnover.
• Increase the number of playing days for existing players.
• Increase the number of NDC’s.

TARGETING


We split the potential users via sales funnelling into 3 layers where each has it’s goals, KPI, message, channels and metrics.

• Top Layer potential customers with no/little knowledge of the Online Casino
• Middle Layer potential customers who are familiar with the Online Casino but have not created an account.
• Bottom Layer splitting into 2: registered casino players whose playing days we’re trying to increase and sportsbook customers who do not play casino.

With the goal of this promotion in mind, our main focus is on the Middle and Bottom layer.

table
middle layer

MIDDLE LAYER BANNER EXAMPLE


Targeted ads for people who are already familiar with the brand, but have not signed up for the Online Casino.

CTA - Join the casino to win the sweepstake.

The ad depicts two friends in their 30s as its the target market for Online Casinos.

middle layer middle layer

BOTTOM LAYER BANNER EXAMPLE


Specific banner ads to increase players' casino playing days and the average money spent. Tailored for Online Casino players who already play.

CTA - Earn more entries to the sweepstake.

The purpose of these ads is to increase the player base playing days, Average Revenue Per User (ARPU), and retention.

LANDING PAGE


Clear Call to Action and information hierarchy.

landing page