HYPHEN INTRO PRESENTATION 2016

THE HYPHEN OFFERINGEURO 2016 CASE STUDY

AN ACQUISITION KNOCK-OUT

Round 1: The Best Creative Round 2: The Best Conversion

Round 3: The Winners Steal The Show

Using its Advanced Analytics platform to analyse and record results, Hyphen partnered with Unibet

during EURO 2016 to drive new first time depositors across social channels.

Our concept was simple: Analyse results using a wide-range of metrics to conduct an Acquisition

Knock-Out tournament. Running across every major territory, we performed rigorous A/B testing and

analysed the results judging performance based on Revenue Generated, Last Click Attributed New

Depositors and Ad engagement. As we progress through the tournament only the best advertising

combinations survive!

Then, with our best selection of targeting, creative, landing pages and copy we drive maximum

possible performance in the final stages of the tournament.

HYPHEN UNIBET EURO 2016

WHERE THE GAME TOOK PLACE

Results Analysed using Hyphen Advanced Analytics Platform

HYPHEN UNIBET EURO 2016

Analysis of quality completed

De-duped Last Click Data

Average Revenue Per FTD

Best Creative

Best Landing Pages

Marketing Optimised Based on Quality

Ads placed in every major territory (6 countries & 7 languages)

THE PLAYERS

Some Of The Creative and Landing Pages Tested3,736 Adverts Published

942 Campaigns Published

154 Audience Clusters Tested

616 Testing Combinations

How Many Variants Did We Try?

HYPHEN UNIBET EURO 2016

HOW DID WE DO?‣ More Sportsbook New Depositing Players

delivered on Social during EURO 2016 than the whole Jan - May 2016 combined.

‣ Weekly volume of New Depositors increased by 535% during tournament compared to the last two months of the club football season

‣ Weekly volume of New Depositors increased by 35% throughout EURO 2016 itself

‣ Even whilst a huge uplift in New Depositors was delivered, Last Click CPA was 30% lower compared to pre-tournament levels

‣ Weekly CPA was reduced by 40% throughout the tournament

HYPHEN UNIBET EURO 2016