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The National Lottery Fueling Team GB’s Success

How The National Lottery Inspired a Nation on X During Paris 2024

+12.5pts

Brand Association

+10.5pts

Ad recall

+7.7pts

Intent to buy

With its longstanding partnership with @TeamGB, the National Lottery has been vital in helping develop world-class athletes and supporting their journey to success. At Paris 2024, this funding contributed to Team GB's achievements, showcasing the impact of sustained support and bringing moments of pride and inspiration to communities across the UK. 

Campaign objective

The primary objective of the National Lottery’s campaign during Paris 2024 was to firmly establish itself as a central part of the Team GB conversation on X. By capturing attention during key moments of the Olympics, the campaign sought to:

 

- Drive brand awareness and association with Team GB’s success during the Olympics and Paralympics.

- Highlight the National Lottery’s critical role in funding British athletes.

- Foster real-time engagement with audiences across the UK during both anticipated and unplanned moments of Olympic triumph.

 

Success metrics for the campaign included measurable lifts in brand association, ad recall and intent to buy tickets from the National Lottery.

The solution

To achieve these goals, the National Lottery leveraged a multi-faceted strategy on X:

  1. Planned Moments:
    Leveraging trend and timeline takeovers, the National Lottery ensured maximum visibility during high-profile events like the opening ceremony. These moments celebrated the collective pride in Team GB, reminding audiences that every ticket purchased contributed to the athletes’ journey to Paris.

  2. Anticipated Wins:
    By preparing reactive ads for key medal events, the National Lottery celebrated anticipated successes in real time. When high-profile athletes delivered, timely promoted posts ensured the brand stayed at the forefront of conversations.

  3. Unplanned Highlights:
    The National Lottery used the Trend Genius solution to track real-time conversations on X, monitoring 466 athletes and triggering ads when key terms or hashtags started trending. This ensured the brand joined the conversation at peak moments, staying relevant during unexpected performances and surprise victories while strengthening its connection with Team GB fans.

The campaign targeted a broad audience, from casual fans to dedicated followers of Team GB, ensuring relevance and resonance with different segments.

Products used:

Through its innovative use of Velocity Ads and Trend Genius integration, the National Lottery not only maintained relevance during key Olympic moments but also reinforced its reputation as a crucial supporter of British athletes. The dynamic and data-driven approach created authentic connections with fans while enhancing brand favorability.
 
  • Age targeting; +25 
  • Geo targeting: United Kingdom 
  • Timeline Takeover 
  • Spotlight Takeover 
  • Video Ads Web
  • Image Ads Web

Client Testimonial

As a funder and supporter of British Olympians, it was important for The National Lottery to be present and visible throughout Paris 2024. The campaign ensured our brand showed up when relevant conversations were peaking on X, helping us achieve our campaign objectives.

Helen Nash, Paid Social Manager; Allwyn
Follow @TNLUK
Follow @XBusinessEurope

Source: X Ads Manager. July-August 2024. X Brand Survey. United Kingdom

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