Goals and objectives
All of us who work with content marketing and native likely recognize ourselves. The perception of native advertising is that this ad product primarily serves as a mid-funnel solution. But what if native were to prove itself as a conversion engine as well?
In 2023, we challenged ourselves – and our client, Postkodlotteriet – based on this very premise. And it would turn out to be true. However, it required an entirely new approach to working with native.
Postkodlotteriet is Sweden’s largest subscription lottery and part of The Postcode Lottery Group, which also operates in Germany, the United Kingdom, the Netherlands, and Norway. The concept is based on the slogan ”Win with your neighbours” – the more neighbours participating in the lottery, the more everyone in the same postal code wins if their area is successful. In addition to annual prizes of approximately 1.5 billion Swedish kronor, the lottery also donates around one billion to charity through a vast network of organisations and associations.
Since the start, Postkodlotteriet has followed a very strict marketing strategy, where colours, recurring messages, and one of Sweden’s most famous TV personalities have created clarity for the lottery among the Swedish people. Native has been part of the media mix before, to build the brand, but now it was time to test content for conversion: to contribute to new customers through the right content.