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Campaign

Hoosier Lottery – Influencer Marketing

Hoosier Lottery
Influencer Campaign

#HOOSIERPROUD

Hoosier Lottery

The LC Hoosier Lottery team set out to build long-term, authentic and engaging partnerships with Indiana-based influencers who believed in the product and brand, creating content that would ring true for Hoosier Lottery players and prospects alike. 

The Big Idea

LC recognized a shift taking place in influencer marketing. Smaller accounts and local ambassadors began to penetrate this vast space once dominated by celebrities and household names. We knew an influencer program like this would resonate well with our Indiana audience because, put simply, Hoosiers trust other Hoosiers. The goal of our campaign was to bring the passion and fun of playing the Hoosier Lottery to life through social media throughout the year, and amplify the pride that Hoosiers already have for the state of Indiana.

Finding the right fit.

When identifying the right influencer partners, we leaned into influencers who reached or mirrored the Hoosier Lottery priority audience segments, who were passionate about being a Hoosier, and who met other metrics like engagement rate and experience.

We selected four influencers, who would together create 24 unique pieces of content.

A yearlong partnership.

Rather than working with influencers on specific campaigns or individual product launches, we tasked them each with creating unique pieces of custom content across the entire year. They had the flexibility to determine which topics aligned best with their audience and tone, and we amplified organic content with paid media support to increase engagement with Hoosier Lottery.

While the lottery can be a polarizing topic on social media, we found that qualitative comments and engagements on the posts of our trusted influencers were vastly positive, even compared to the brand’s own content.

Woman in holiday hat holding gifts and Hoosier Lottery's Candy Cane Crossword ticket.

Why It Worked

Consumers trust influencers who are real and resemble themselves. By working with influencers who could authentically talk about the experience of being a Hoosier while also sharing fun content about the Hoosier Lottery, we were able to attract and engage with all types of current and potential players.

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Travel Wisconsin – Influencer Marketing

Influencers Have Real Fun
with Travel Wisconsin

Real People, Real Fun

TRAVEL WISCONSIN

In 2018, Travel Wisconsin set out to enhance its Instagram influencer program. The mission was to identify travel influencers in key niche audiences important to Travel Wisconsin’s target market and turn them into Wisconsin brand ambassadors.

219

New pieces of content

16%

Increase in Travel Wisconsin Instagram followers

56,000+

Total post engagements

The Big Idea

The campaign for Travel Wisconsin was all about “Real Fun” – showcasing real Wisconsin experiences and telling the stories of real people enjoying Wisconsin activities and traditions. Our influencer effort naturally launched off this concept, aligning Travel Wisconsin’s target audiences with influencers in each category.

Custom trips created authentic content.

Travel Wisconsin’s target audiences included: fall color peepers, accessible travelers, family travelers, music fans, architecture aficionados and millennials looking for a “friendcation.” LC researched, vetted and matched seven social media influencers with unique destinations, activities and experiences across the state that would provide ample storytelling and content creation opportunities.

The trips were customized to suit each specific influencer’s likes, hobbies and interests. We worked to select the perfect destinations based on season, category and influencer brand. We handled all areas of logistics, like contract negotiation, trip and itinerary planning, content review and approval, reporting and repurposing.

Post from influencer jeanatravels about Lake Geneva, WI.
Post from influencer jeanatravels about Lake Geneva's Shore Path in Wisconsin.

Real people having real WI fun.

From Lake Geneva to Hayward, Eau Claire to Door County, and everywhere in between, our seven influencers traversed the state of Wisconsin throughout the year, telling real-time stories of adventures and experiences along the way.

In the end, the effort far surpassed our goals and contributed to:

  • 219 new pieces of content across Facebook, Instagram, Twitter and blogs   
  •  A 16% increase in followers of Travel Wisconsin’s Instagram
  • 56,000+ post engagements 

Why It Worked

The Travel Wisconsin influencer plan was the epitome of authenticity. By working with people who aligned with our target audiences, we matched their unique interests with exciting destinations and activities, and showed them the way to have “Real Fun” in Wisconsin. In turn, they brought their audiences along for the ride and became true Wisconsin brand ambassadors.

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Jewelers Mutual – Influencer Marketing

Jewelers Mutual
Influencer Campaign

#COVIDBRIDE

Jewelers Mutual

After so many weddings were postponed in 2020, we knew 2021 was going to be packed with nuptials. And with that busier-than-ever wedding season on the horizon, LC saw an opportunity to leverage influencers to help remind brides about the importance of jewelry insurance for their coveted rings.

3.4 million

Impressions

15,000+

Landing page views

232,000+

Post engagements

The Big Idea

In a jam-packed, post-pandemic wedding season, the last thing we wanted brides to forget about was their jewelry insurance. Because hasn’t enough chaos happened already? We saw an opportunity to partner with covid brides who had postponed their 2020 weddings and were getting ready for the day they had been dreaming about. With the help of these influencers, we would remind other recent or soon-to-be brides that protecting their engagement and wedding rings with Jeweler’s Mutual was one of the easier decisions, even with all the stress of planning and re-planning (and re-re-planning) a wedding.

Covid Brides, we get it.

We partnered with real brides who had been through the challenges of postponing their 2020 wedding due to the pandemic. These brides understood the stress and heartache that went into the decision and the hope and excitement that the 2021 wedding season would bring.

Their voices would help us authentically share our messaging – reminding brides that Jewelers Mutual is here to help protect their ring and everything it symbolizes.

A reason to celebrate.

We partnered with four total brides whose accounts ranged from lifestyle to fashion. Together they shared 21 pieces of content throughout the wedding season.

In addition to organic social content on influencer channels, we leveraged paid media support to drive web traffic to the Jewelry Insurance Quotes page. In total, the partnerships resulted in:

  • 3.4 million impressions
  • 15,737 landing page views
  • 232,012 post engagements
Young couple taking a selfie in a park.
Screenshot of a #covidbride social post by Jewelers Mutual.

Why It Worked

Influencer stories that give consumers an emotionally-charged reason to believe garner the best results. We knew our brides were going through a tough, frustrating time, but by partnering with real pandemic brides dealing with the craziness of wedding postponements, we connected with our audience in a way that made them feel seen and understood. Jewelry insurance with Jewelers Mutual became an “easy” wedding decision in a sea of difficult ones, and one less thing to worry about.

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Hoosier Lottery

Taking the Lottery from Game to Experience

More Ways to Play

Hoosier Lottery

Playing the lottery is an experience. Win or lose, it’s always fun to play, whether you’re matching little fruit on a Scratch-off or waiting to see if your numbers hit it big in the Jackpot game.

$1.09B

Record scratch-off
sales for FY 2019.

412%

First-year increase
in engagements.

19%

Increase in 2019
sales over goal.

The Big Idea

When we took over as the Hoosier Lottery’s Digital AOR, we set out to extend the experience long past ticket interaction through digital media—not simply with passive display and social, but by creating experiences that inspire participation, discovery, engagement, and pride in the Hoosier Lottery’s state contributions.

Loyalty is a two-way street.

By creating fun digital experiences for players in coordination with new Scratch-off releases, we continued to show Hoosiers that we are dedicated to helping them have fun. And the interest we took in players was returned. Our very first digital activation, Hoosier Holiday Mystery, received close to 7,000 entries, reporting a growth of 300% compared to the average Hoosier Lottery promotion, a 25% surge in the Hoosier Lottery’s active myLOTTERY loyalty program users and a 62% increase in 2nd Chance ticket entries compared to the previous year’s holiday campaign.

Keeping the games coming.

Hoosier Lottery players like games. So to give them more chances to play, we created a new kind of Hoosier game. Actually, we created quite a few—all delivered through a modernized website with a ‘mobile-first’ mindset. We sent players on a virtual reality scavenger hunt to promote Gem Multiplier tickets. When the 7s Family of tickets was released, we developed a series of immersive Save The Sevens missions where players helped the 7s stop Crazy 8.

And when The Metals tickets hit stores, we created a Shining Snapshot scavenger hunt game to go along with them. With a secondary objective of encouraging players to join the myLOTTERY loyalty program, we also engineered a corresponding CRM program utilizing data and test-and-learn methodologies to keep players engaged through meaningful, perfectly timed messages.

Turning engagement into community.

With engagement and loyalty on the rise, we used the Hoosier Lottery’s 30th anniversary to connect with players on another level—by showcasing how the lottery connects thousands of Hoosiers through play. We also mentioned a few of the many ways the Hoosier Lottery bolsters local communities all across Indiana, like giving hundreds of millions of dollars each year to the Build Indiana Fund, Police & Firefighters’ Pensions and the Indiana Teachers’ Retirement Fund collectively and paying out nearly $800M to winners in FY 2019.

Why It Worked

People like to interact with brands they feel connected to. And by helping to shift the Hoosier Lottery from a product-focused company into an experiential brand, we were able to forge a deeper connection with players. And that connection translated to measurable sales growth. In fact, the Hoosier Lottery surpassed $1 billion in Scratch-off sales for the first time in history. Of course, it also didn’t hurt that we used marketing automation and personalization, performance tracking, player input and data collected along the way to continually enhance our messaging and touch points, deepen engagement and better reach and connect with Hoosier Lottery players of all kinds.

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Jewelers Mutual

When we were challenged to breathe new life into a 106-year-old brand, we accepted. Why? Because we’re just as obsessed with delivering strategically sound, insight-driven, breakthrough work to our clients as our client, Jewelers Mutual, is with delivering best-in-class jewelry insurance to jewelry lovers across America.

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FLIGHT by Yuengling

Reimagining Yuengling’s Promise,
One Beer at a Time

From America’s Oldest to America’s Boldest

Yuengling

With almost 200 years in the beer industry, D.G. Yuengling & Son had already established itself as America’s Oldest Brewery. But as it entered its sixth generation of family ownership, the need arose to shift the brand away from its historical perspective and generate excitement for its future.

The Big Idea

Yuengling drinkers, both young and old, share common values that drive them to make bold moves. To leverage this commonality, and to compete in an increasingly competitive landscape saturated with new craft beers and seltzers, we transformed Yuengling from America’s Oldest Brewery into America’s Boldest Brewery. Our “Spread Your Wings” campaign celebrated the almost familial connection between brand and drinker, while our “Make Your Day Golden” campaign launched Golden Pilsner and the Yuengling brand into the refreshment segment. Still, there was more to come.

Two iPhones with a Tweet and Instagram post announcing the introduction of Yuengling's new beer, Flight by Yuengling.

Taking it further with FLIGHT by Yuengling.

For its next bold move, Yuengling set its sights on the “Better for You” target. Flanked by various players that promised low carbs and low calories, FLIGHT by Yuengling brings the brand’s trademark authenticity to the light beer landscape, while offering those health-centric doers an opportunity to raise the bar when reaching for upscale light refreshment.

Why It Worked

Since launching the “Spread Your Wings” campaign, Yuengling has seen a directional increase in unaided awareness among the target audience for Traditional Lager. Preference for Yuengling also increased following the campaign launch, while the majority of the beer category remained flat. Meanwhile, Golden Pilsner quickly became the fastest-growing product in Yuengling’s portfolio, outpacing the brewery’s sales expectations and expediting a full-footprint rollout despite its infancy.

As for FLIGHT by Yuengling, despite challenging market conditions, the product has shown encouraging signals of early adoption by outpacing brewery projections following its launch in Spring 2020.

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Milwaukee Bucks

After helping the Bucks build momentum for years, the 2018/19 season was set to be a big one. With a new, world-class stadium, a new coach, returning superstar Giannis Antetokounmpo and postseason appearances in three of the last four seasons, the only thing left to do was rally the fans with a new campaign. And, of course, do it without a single shoot.

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Yuengling

D.G. Yuengling & Son has been brewing beer since 1829. That’s nearly 200 years of beer expertise packed into one family business. So when Yuengling’s newest generation approached us with a brand new pilsner, it already wasn’t just any beer; it was a beer six generations in the making.

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