We launched the “People’s Choice” Campaign, in which Welsh charities applied to be part of our campaign by submitting a video and a paragraph as to why they should be Loteri Cymru’s new charity partner. We launched a press release to the Welsh media, alongside a social media campaign highlighting each charity and encouraging patrons to vote.
The campaign ran for 5 weeks in which we managed to accumulate 54,844 total votes for the 23 Welsh charities, which averages at 10,968 votes per week!
In the end, we announced the winner of the Peoples Choice vote, Hope Rescue, who managed to get over 9,000 votes and are now Loteri Cymru’s 5th charity partner.
This campaign was a resounding success and surpassed all of our goals and expectations. By targeting a cold audience through an engaging digital voting experience, we managed to harvesting opt-in data and increase our database, leading to a wider audience for us to contact with our Direct Marketing and ultimately build our lottery membership.