Virginia Lottery - PopShorts

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Virginia Lottery

Virginia Lottery asked PopShorts to help generate excitement and drive purchase intent for their seasonal lottery scratchers.

Our Solution

Paid Social & Custom Content

We designed a custom strategy, based on past learnings, that optimized existing creative assets for social and leveraged original content with Virginia-based influencers.

Our Work

Sailing Towards a Luxurious Summer

Through photo galleries and videos, the influencers enthusiastically informed their social audiences of the opportunity to win $12 million in cash and prizes from Virginia Lottery’s Summer Luxury Cruisin’ Scratcher.

#YouOnlyYachtOnce

Call-to-actions drove fans to the Virginia Lottery website, where they could learn more and find a retailer near them.

Let the Festivities Begin!

For Friendsgiving, influencers used Virginia Lottery's Holiday Scratchers to complete each place setting and add a little extra fun to the occasion.

Holiday Scratchers were highlighted as the perfect stocking-stuffers and a fun gift idea.

Paid Social Strategy

Driving Traffic Across Social

By optimizing creative assets with layered targeting, we were able to reach Virginia Lottery's targets across social with an array of ads.

Snap a Pic!

Making the most of the Snapchat platform, we designed custom, festive filters that were geo-targeted to Virginians.

Cross-Platform Video Stories

Creative assets were transformed into eye-catching video stories and displayed across Facebook, Instagram, and Snapchat, maximizing reach, awareness and purchase intent.

Snapchat AR Lens

Try our custom designed Snapchat AR Lens by scanning the Snapcode

Tuesdays Campaign

We promoted and raised awareness for new games released every Tuesdays such as Scratchers, Print ‘n Play, eInstants, and Raffle games.

Instagram and Facebook Ads

We produced four video shorts with a comedic approach that generated impressive results. One of these is the the “Hand Short” video:

Influencer Content

Snapchat AR Lens

We created custom designed Snapchat AR Lens

Thank a Teacher Campaign

PopShorts will recruit influencer personalities, both parents and teachers throughout Virginia, to raise awareness and participation for the Thank a Teacher three-part campaign. In January, influencers will focus on the art contest, with April and May highlighting the core campaign. For the extension campaign, teachers will tell other teachers how to submit their codes. Paid social & content amplification will be used to target parents of school-aged children and teachers/educators in Virginia.

NON-INFLUENCER CONTENT

The static photo performed the best out of the branded assets. With a strong CTA, this branding content drove traffic to the Thank a Teacher website.

Influencer Video Highlights

Allison’s video focused on her child typing up her thank-you note while her voiceover was simple and direct, encouraging viewers to have their children participate in Teacher Appreciation Week by going to www.thankateacherva.com.

Krista Robbins’ video also focused on her adorable child typing up a thank-you note with Krista’s help. Like Allison Chester’s video, her voiceover was simple and direct, highlighting the importance of Teacher Appreciation Week while telling her audience to have their child take part in thanking a teacher by going to www.thankateacherva.com.

Living Lucky with Luke Combs

PopShorts supported the launch of $5 Livin’ Lucky with Luke Combs Scratcher and iLottery games. Driving awareness & purchase intent among Target Audiences: A25-65 players & non-players, Luke Combs & country music fans

Paid Social Campaign Strategy

Social placements can drive traffic to iLottery while raising awareness for Retail. Brand creative will ran alongside Influencer dark posts to maximize KPI performance. We set up the social campaign in a variety of ways, such as: Balanced Social Campaigns: Awareness/Reach, Engagement, Video Views, Traffic which achieves all KPIs and drives widespread awareness. Maximum Impact Social Campaigns: Engagement, Video Views, Traffic which maximizes purchase intent and brand/product recall. Maximum Traffic Social Campaigns that maximizes clicks and iLottery conversions.

Branded Content

Influencer Content

Most Video Views

Becca Riddell’s “Things Country Girls Love” and Jen Johnston’s country themed GRWM (Get Ready With Me) videos achieved the most video views. While Jen and Becca took different approaches to their content (GRWM) vs. Things Country Girls Love), both creative strategies worked very well. Allowing creators to make content that aligns with their personality while feeling organic to their feed is key to achieving success on social media.

Snapchat

Holiday Paid Social & Custom Content

We designed a custom strategy, based on past learnings, that optimized existing creative assets for social and leveraged original content with Virginia-based influencers.

Video Ads

Creative assets were transformed into eye-catching video stories and displayed across Facebook, Instagram, and Snapchat, maximizing reach, awareness and purchase intent.

Improve your holiday party!

We produced paid brand video ads, stories and images on Instagram, Facebook and Snapchat about giving Virginia Lottery Holiday Scratchers at the office party as part of The Gift Responsibly campaign.

Our Holiday Influencers

Let the Festivities Begin!

For the holidays, influencers came up with their own Holiday Hacks and dived right into the step-by-step process. Influencers naturally integrated Virginia Lottery's Holiday Scratchers into their content, adding a little extra fun to the occasion.