Minnesota Lottery

Changing the perception of scratch tickets and the Powerball to younger people isn't easy. However, my team and I were up for the challenge!

At Periscope, I helped the new business team pitch our agency to the Minnesota Lottery. After we won the multi-million dollar account, we quickly had to develop a robust strategy and carry out creative execution. It was so refreshing to work with a client and brand from preliminary pitch to final execution and introduce new creative ideas and marketing processes along the way.

Through our hard-work and collaboration, we were able to elevate the Minnesota Lottery brand to become a leader in the space and garner some creative awards and recognition for the agency along the way. 

 

Winning the Pitch

During the pitch, I played a large role in educating the client on how Pericope utilizes data to evaluate marketplace communication effectiveness, as well as describing an overall social media approach and content creation plan.

We used two professionally bound books to showcase our prospective work and customer journeys. 

 

Developing a Strategy

After we successfully won the business and became AOR for the Minnesota Lottery, we narrowed in on our audience profiles and defined "micro-moments" to most effectively reach our target demographics.

On a parallel path, we also created a strategic fuse to drive all our creative and media buying. 

 

Creative Innovation

A big part of my role with the Lottery was to bring innovation and emerging communication tactics to the brand. During the Vikings Training Camp, we did just that with our #VikingsShipMe campaign.

 

Measuring and Analyzing the Data & overall Impact

I worked extremely close with the analytics department to properly track and measure all possible data points to better understand the impact our creative and media had on the audience.

We even started to add customized backend meta-data to our social posts so that we could filter the data in new ways. We always wanted to make sure we were optimizing our efforts based on the data and conversion data that was being returned to us.