Ireland’s National Lottery focuses on attention | WARC | The Feed

Ireland’s National Lottery focuses on attention

Social campaigns for Ireland’s National Lottery are now focused on attention rather than engagement and reach.

Why it matters

Likes, clicks and view duration are the wrong tools for the job of ensuring that the National Lottery is the first brand Irish consumers think of when feeling optimistic and dreaming of changing their lives, explains social media manager Stephen Cleary in Marketing.ie.

With the switch to attention, the brand has rethought its approach to media planning and buying, including buying advertising for the first time on a social media platform with lower reach but greater active attention than its usual choice. 

Takeaways 

• The use of attention data to plan media has streamlined planning processes, reduced reliance on vanity metrics and driven clearer brand objectives.
• There is a more structured approach to the use of distinctive brand assets so that social ads can be largely visual (with little text and no reliance on sound) yet instantly recognisable.
• The campaign saw a 35% increase in attention seconds and a nine point uplift in distinctive brand asset score.

Key quote

“Across the digital landscape, including TV and VOD, the cost of attention must be appreciated to plan media properly” – Stephen Cleary, social media manager at Ireland’s National Lottery.

Sourced from Marketing.ie [Image: lottery.ie]