188Bet is one of the largest sports betting companies in Asia but it has a relatively modest profile and customer base in the UK – until now
The Challenge
As part of an integrated above and below the line marketing push, the creative team at Tomorrow TTH suggested to 188Bet that we create some engaging video content which our media team could then seed in order to raise the awareness and profile of the brand in a very cluttered and ‘loud’ market.
The Strategy
Simply creating a good video however wasn’t enough. The content had to be engaging, humorous and informative in order to get an audience to watch the content and then interact with it. We decided, with 188Bet, that creating a series of videos to educate an audience about the benefits of ‘Asian Handicap’ betting would be a great place to start.
The team at Tomorrow TTH devised three creative concepts and briefed our video production partners to co-ordinate the shoot. The idea was to produce all three executions in one shoot but then to stagger the seeding of the videos across three bursts in order to test different response rates from different media channels. You can see these in a live environment here.
In addition, Tomorrow TTH created a micro-site which further explained what Asian Handicap was and why it was a great way to bet. All of the three videos ended up pointing to this micro-site.
The video seeding campaigns ran over an 8 week period across You Tube, Facebook and across a number of Outstream video networks.
The Results
In total, over 375,000 people viewed over 50 per cent of the video content. This in turn delivered an amazing click through rate of 3.6 per cent as an average across all three videos. As such, the effective cost-per-click for 188Bet from this campaign, ended up being far lower than it would have been if the budget had been spent generating clicks from generic keywords in the paid search channel.
The team at Tomorrow TTH feel that this case study highlights how effectively performance and creative can work together which is a philosophy that under pins our agency.