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Mobile app marketing in a regulated industry after iOS Privacy? Sure :)

Client

Mido Lotto

Services

Fractional CMO, Growth Strategy, Brand Identity, Websites, App Design, Investment Prep

Date

December 15, 2024

Mido Lotto mobile app marketing by Silicon Drive
Mido Lotto mobile app marketing by Silicon Drive
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CHALLENGE

Mido Lotto, a great new way to order Lottery tickets on a mobile phone, had launched back when digital marketing was a lot easier. You loaded your goals into Facebook and let 'er rip.

Fast forward to after Apple instituted privacy guards in iOS, and suddenly things were a lot harder. Add to that a regulatory environment that started lumping Lottery delivery in with mobile gambling, new restrictions on the digital environments, and state by state adoption variations, and things got a little tough.

WHAT WE DID

Beginning with a full brand examination, we dialed in on the ease and friendliness of ordering Lottery tickets at home, further emphasizing the lengths the app went through to be legitimate. Then using a distributed media matrix, we kicked in local advertising that varied by jackpot levels and regional adoption. Suddenly, growth happened.

Wider audiences, lower costs.

After completing a full-funnel review of the growth efforts Mido Lotto had been making, a couple things became apparent. First, bottom of the funnel conversions indicated there was a credibility problem once it came time to connect payment accounts. Second, we found that targeting at the top of the funnel was neither effective nor cost efficient. It's a fact that about half of Americans buy Lottery tickets some time during the year. Why target 50% of your audience?

With that in mind, changing the media matrix to regionally booked broadcast media (radio, TV, streaming audio and video) while buying through national brokers to access better CPM rates proved to be a significantly better advertising option, especially as we adjusted the metrics to focus on cost per purchase rather than registration.

A full makeover.

With advertising reshaped and beautified, we moved into the app. While bringing the design into brand (and into modern usability models), we worked on onboarding, loyalty, and gamification tools as well. Quickly the results started to show.

Post-registration conversions tripled as audiences recognized the designs and tools from the TV and radio commercials they'd heard. Players played more, and the convenience of ordering online made even conservative players engage more often.

Mido Lotto as redesigned by Silicon Drive

RESULTS

Mido Lotto finished these brand and app updates just in time. Sports betting apps, the modern leaders for innovation in the space, started acquiring Lottery apps, and Mido was right in line.

CAC/LTV

600%

ACTIVE CUSTOMERS

165,000

REGISTERED USERS

600,000+

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