Case Study: The National Lottery boosts awareness and consideration with Outbrain

The National Lottery boosts Euromillions engagement with Outbrain’s Onyx and a €130 million superdraw

The National Lottery sought to boost awareness and engagement for a major jackpot, moving beyond its traditional strategy. Its challenge was to find a new partner to meet these branding and engagement goals on the open internet. It collaborated with Outbrain to leverage its Onyx solution for a cross-funnel approach.

Outbrain implemented a dual campaign, first using its Onyx solution for a high-attention awareness campaign to identify high-value audiences. It then used its precision targeting on that audience for a mid-funnel campaign. The solution successfully drove brand consideration and achieved impressive awareness KPI results alongside strong cost per visit (CPV) levels.

The National Lottery