The National Lottery’s marketing drive is ‘starting to pay dividends’

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Keith Moor, CMO of Camelot says the brands that continued to invest in marketing during the pandemic are now reaping the rewards.

The National Lottery’s decision to invest heavily into their marketing over the past three years and throughout the ongoing pandemic, according to Keith Moor, CEO of Camelot, is now “starting to pay dividends”.

Talking at an event hosted by YouGov on the morning of 9th February, Keith Moor said: “The organisation has been building a very definitive story about what the brand has delivered to society and the value players have delivered back to the communities we live in. And I think this is starting to pay dividends.” This is encouraging and excellent news for business owners and marketers in the UK and Worldwide as their businesses will begin to reap the rewards of their continued marketing efforts. Business owners and marketers will be hoping that this may be the start of the economy picking up and growing once more.

Keith then continued to say: “It’s not just a series of activation type promotions, where we talk about draws and games all the time. Actually, there’s a heavy investment in where the money goes, in terms of telling me what’s going on. I think it’s been a very conscious effort to do that and that’s what started to pay dividends.”

Camelot over the past few years has launched two major campaigns, one of those to mark and celebrate its 25th anniversary and the other to highlight its community fund and how the money it makes supports good causes.

Amelia Brophy, YouGov head of data products, then took to stage and said: “What we’ve seen with the National Lottery is there’s been consistent improvement and consistent focus on some of these particular areas by the brand to drive these results.”

Regarding the two campaigns over the past two years, she added “we can see creative uplifts among both ad awareness and purchase consideration but the uplifts continued after the campaign periods”.

Furthermore, Keith Moor said “natural reaction for a lot of brands was to pull away” (from marketing during the pandemic) but he says there were opportunities to take advantage, with some media offering “incredible value”.

He continued: “Some brands weren’t able to respond immediately to digital opportunities. It’s not something that every brand can do. But also there’s an act of responsibility that had to be undertaken, so you didn’t want to drive people into physical environments by continuing to push product in in a certain type of way”. “However, the reality was media was incredible value. It has been all year since April onwards, this summer in particular; phenomenal value. And so that collapse in price is an opportunity for a client.”

The National Lottery’s marketing drive is ‘starting to pay dividends’

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