Stoloto

Client

Stoloto is the largest lottery operator in Russia, providing users with the opportunity to participate in various lotteries and draws through its mobile app and website. With the New Year approaching, the advertiser needed a significant surge in ticket purchases.

Objective

Achieve a sharp increase in lottery ticket purchases through the app before the New Year.

Tasks

• Attract new users 

• Maximize repeat sales

• Increase purchase volume during the holiday season

Implementation

We initiated a large-scale user acquisition (UA) campaign aimed at attracting new users interested in purchasing lottery tickets. The campaigns focused on the First Payment event, resulting in 127,000 new installs and registrations within the app.

To boost repeat purchases, we launched powerful retargeting campaigns. This was made possible by our access to a wide range of traffic sources that support retargeting campaigns, which is a rarity among many in-app networks. Retargeting allowed us to target ads at users who had previously engaged with the app but did not complete their purchases, as well as those who had made purchases in the past.

The retargeting campaigns delivered impressive results, proving to be three times more effective in generating Buying Tickets events compared to standard UA campaigns. With more precise targeting and engagement with users already interested in the product, retargeting became the primary driver of sales growth.

Results

• +127,000 new installs 

• +9,000 First Payment event purchases from UA campaigns 

• +26,900 Buying Tickets event purchases from retargeting (returning users)

The Stoloto advertising campaign demonstrated that effective use of retargeting, combined with classic UA strategies, significantly boosts conversion to sales. Our access to a large number of traffic sources supporting retargeting allowed us to make these campaigns a key tool for maximizing sales in the pre-New Year period, where rapid growth was essential.