How could we bring The National Lottery to social media in way that would maximise online buzz but minimise reputational risk?
We undertook six months of buzz monitoring to understand when and where people talked about The National Lottery online. These learnings informed our social strategy and allowed us to put firm foundations in place with extensive crisis communications, escalation protocols and a HR-endorsed training programme for Camelot staff. From there, we launched on the major social media platforms and with a range of content including apps, competitions, infographics and videos, all designed to tap into what National Lottery players like talking about in order to drive community growth and engagement.
In just 12 months, The National Lottery had over 70,000 Twitter followers, 360,000 Facebook ‘Likes’ and a place on the Social Brands Top 100 list.
One more thing
Research into how National Lottery millionaires spend their money taught us lottery winners are more likely to own a dog than cat, 1 in 10 have a home cinema and 29% purchase a hot tub with their winnings.