Case Study: FDJ (France’s national lottery) achieves 4 million reach and a 14-point incremental lift with Facebook

FDJ - Customer Case Study

FDJ, France’s state-owned national lottery operator, wanted to raise awareness of its online games and make them more appealing to younger players (25–34). With reach and engagement as priorities, the company set out to demonstrate how fun and easy its digital services are to use.

Working with BETC and Havas Media, FDJ produced a four-episode video series that ran on TV and Facebook, using Facebook’s reach-and-frequency tool to precisely target 25–34-year-olds. In three weeks the campaign reached 4 million people on Facebook (54% of the target), delivered 3.9 million 3‑second+ video views and 256,000 full views, achieved 88% on-target impressions (TV + Facebook), added 14 points of incremental reach (20.7 points among high‑income groups), and drove 72% of Facebook impressions from people with little or no exposure to the TV campaign.

FDJ

Patrick Buffard

Deputy Managing Director