Casumo: Eradicating ‘boredom’ whatever the weather
Online casino Casumo needed to drive business growth, increase customer retention and reach new audiences using innovative and cost effective approaches.
By isolating key conurbations and matching weather patterns for key cities against visits, site engagement time and deposit levels on the Casumo site, data showed that weather had a strong influence over how often and how heavily people engaged with the Casumo site. When the weather was wet, it prompted certain audiences to play more and play for longer.
Using this insight, we synced a real-time weather API to Facebook's API, so that Casumo ads changed automatically depending on the weather. Different dynamic creative ads were served depending on the forecast, location and audience profile. We also delivered creative with specific offer messages to drive engagement and encourage sign-ups from new users.
Whilst we saw an immediate positive impact on the core metrics following our campaign, the best results came from the significant rise in the subsequent deposits paid as a result of our activity, indicating significant engagement from new Casumo users, which was one of our key objectives.
300% increase in subsequent deposits
6x ROI of non- weather campaigns
16% increase in average time on site