Working with Adaptly, part of Accenture, FanDuel activated a multi-platform full-funnel marketing strategy. Dedicated budgets for user acquisition, retention, and reactivation ensured every part of the funnel could be targeted effectively in a series of new social-focused campaigns spanning leading platforms (leveraging Adaptly’s strong relationships with Facebook, Instagram, Twitter, and Snapchat).
With an updated direct response strategy tailored for each stage of the marketing funnel – from broad awareness building and demographic/interest/lookalike targeting at the upper reaches through to customized messaging for registered non-players and lapsed players – the team improved campaign efficiency, maximized reach, and limited audience overlap. This included creating a highly tuned retargeting plan based on users’ past behavior in FanDuel applications (such as installation, registration, first-time deposits, and so on).
The multi-platform marketing strategy was designed to continuously learn and improve. Each campaign included detailed brand lift measurement analyses, enabling FanDuel to get a clear sense of what was working, and how, to inform future campaigns. Plus, a more holistic attribution model provided a deeper understanding of cross-platform performance during key periods in each campaign.
A surgical approach to budget pacing was central to helping FanDuel increase campaign efficiency. That meant carefully aligning multi-platform marketing with the sporting calendar, strategically increasing spend at key points such as capitalizing on the buzz around the football season kickoff.