CHALLENGE

The Virginia Lottery asked us to develop a multi-channel media plan to increase YOY sales of the Virginia Lottery’s five holiday-themed scratchers and to sell out the New Year’s Eve Raffle tickets. They wanted to do this by getting folks who might not play the lottery throughout the year to buy holiday scratchers. But as you’ve probably noticed, the media space is more than a little bit oversaturated during the holiday season. So we needed to find a media strategy that cut through the clutter and could be proven to reach their audience.

THE MOVE

We knew from experience that influencer content performs better than almost anything else and that sports fans were a big part of our potential audience. So we worked with athletes from the Nationals and Commanders to create content our target would actually want to engage with. The content was based around the idea of gifting scratchers to people you love, and it helped put a human face on the lottery that overcame the “lottery is bad” perception some people have. And it worked! We sold out our holiday raffle and met our holiday scratchers sales goals.