Case Study: FDJ achieves a 13-point incremental reach lift and 80% reach of French 25–49 with Facebook

FDJ - Customer Case Study

Française des Jeux (FDJ), the French national lottery founded in 1976, needed to drive awareness and sales in the week leading up to its 40th anniversary LOTO draw. The brief targeted 25–49 year‑olds—particularly non- and low‑TV viewers—so FDJ had to create quick, high-impact reach across channels.

Working with BETC and media agency Havas, FDJ repurposed iconic past TV spots with a fresh voiceover and ran them simultaneously on Facebook, TV and other digital channels, using Facebook’s reach-and-frequency buying to guarantee exposure. The cross‑media push delivered strong results: a 13‑point incremental reach lift on Facebook (10 points on mobile), more than 16 million people reached (about 80% of French 25–49s), plus multi‑million TV and digital audiences.

FDJ

Patrick Buffard

Deputy Managing Director