‘Purrfecting’ efficient donor recruitment online


Finding new players using traditional offline media channels was becoming expensive.

We had to find new routes to market for the Lottery proposition.


With cat compilation videos trending worldwide we decided to test both Facebook & Instagram ad formats.

With a thorough ‘first time’ strategy we tested button, creative & audience parameters for just £10k.


Cats Protection said it was ‘like winning the Lottery’.

In the initial test 650 new lottery players joined at a fraction of the recruitment cost seen in existing successful offline media channels

The digital strategy was rolled out and expanded with high level of performance – if all players continue their support over a year we expect to raise £3 from every £1 invested

Led to other propositions being developed and launched including Super Draw.