PALMS BET CASE STUDY - BRAND IDENTITY AND DIGITAL ACQUISITION
CLIENT:
SERVICES:
SPORTS BETTING MARKETING
EXPERTISES:
STRATEGY, DIGITAL MARKETING, ACQUISITION
INTRO
When we started the collaboration between Palms Bet and Rise The Web at the beginning of September 2020, no one even suspected that this will be the beginning of 6 consecutive record months.
Yes, at the start of the project the task for our agency was simple – to create brand presence and identity for “the palms” in the digital environment. Together with that, of course, the number one goal before us was to increase brand recognition, the number of new users and…
… 6 months later, we can boldly show the numbers with which we conquered each and every one of the KPI’s that we had set in advance.
THE CHALLENGE
Getting deeper into the project, we found a brand that had no identity and a platform that definitely did not satisfy the players in Bulgaria. To address those flaws, we joined efforts with the Palms Bet team and started working on creating a friendly face, both in digital and in UI/UX direction. The 3 main challenges for us were:
1.To create an identity that is different from that of their competitors.
2.To achieve good results with 5 to 15 times smaller budgets than their competitors.
3.To get people to talk about the brand.
And yeah, we had a palm tree to show!
THE STRATEGY
Each strategy requires a preliminary study of the market. Starting with a detailed analysis of the 3 main competitors, our strategy became clearer – do what others don’t do. So, we set out on our mission to make the brand stand out!
Our strategy was based on the fact that over 75% of people perceive information first visually and then verbally.
“Creative is the # 1 factor that drives performance for Facebook Ads”
(source: Nielsen)
So, we started with 2D and 3D animations – a gap in the market that we saw as an opportunity for us to be different.
The fact that our Co-founder and Sports Betting Marketing strategist – Emil Kanev had worked as a marketing director in one of the main competitors also helped.
“It was quite difficult to get out of my head and do exactly what I tried not to do in the most successful years of efbet. But for the new project to be successful, I changed my perspective,” he said.
“Inspiration from foreign markets and the adaptation of ideas is my trademark. Genius steals, I would say!
It’s called Genius Steals because I believe ideas are new combinations and that nothing can come from nothing. But copying is lazy. I believe the best way to innovate is to look at the best of that which came before and combine those elements into new solutions that you then adapt for your market.”, he added.
Of course, every rule has an exception, and in cases where we had to use Palms Bet brand ambassadors, we did it in our familiar style. As the main sponsor of Bulgarian football club Levski Sofia, we had to use their players for more brand awareness in the “blue” part of Bulgarian fans.
THE CAMPAIGN
Whereas other betting companies relied on realistic objects, photos of players or stock images, we used 2D and 3D animated style that both differentiated the brand and attracted attention.
Adding to the design, we upgraded the brand book by introducing an additional third modern color, that we began using for CTA (as far as allowed by law).
As far as the paid campaigns go, thanks to the skills of Evgeni Georgiev and his in-depth knowledge of Social Paid Ads and Programmatic campaigns, we optimized and built a new methodology for customer acquisition in Facebook Ads, Google Ads and other PPC placements.
After all, our experience in Sports Betting Marketing is great and we know about every unoccupied from the competition niche, so in addition, we wanted to focus on what our competitors have missed.
One of those omissions was more video and motion content, a placement that breathed freely and would cost us cheap.
Read more about Hot we’ve improved results through video placements here.
THE RESULT
The results were amazing! Together with the company’s in-house team, we managed to transform Palms Bet and go from a faceless brand to something all gamblers can talk about.
For 6 months, we posted a record month after another, measuring main KPIs such as new players, new depositors and active players.
We lowered the price for CPA (Customer Acquisition) by 106% and the records that we kept achieving won us an increase in the advertising budget few times and the respect of our colleagues at Palms Bet.
Desislava Zaharieva, marketing director of the company said:
“I don’t like words like ‘outsourcing’, ‘outside help’ and the like. I have always relied on internal human resources in the distribution of responsibilities. In my work with Rise The Web, things aren’t any different. I do not accept this team as ‘external’.
Rise The Web are my colleagues with whom we breathe on the same frequency and are united around one idea – to help the development of our brand. The team is cohesive, responsible and there is nothing better than understanding each other in half a word when it comes to work”
Yes, Desi, we couldn’t agree more!
THE NUMBERS
46%
Growth of new registrations (compared to the previous period of 6 months)
76%
38%
146%
153%
More bets made compared to the previous period of 6 months
106%
Lower cost per acquisition (CPA) compared to the previous 3 months
GAME DESIGN
We changed the visions of the games, as well as their visual presentation to Palms Bet customers.
The terms on these projects was extremely short, but fascinating and definitely deserves a separate case study.
ENOUGH NUMBERS! Let’s get some fun with our behind the scene video:
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18+ | Responsible Gaming | Отговорна игра