Sky Bet Partners with Snapchat for World Cup Success

13%
New Customer Lift
+8pt
Ad Awareness Lift

Betting on Snapchat for World Cup Success

With more than 20 years’ experience in the field and millions of players across the UK, Sky Bet knows a winner when it sees one. Quickly identifying Snapchat as a sure thing when it came to driving real business results, it partnered with the platform ahead of its World Cup 2022 campaign. 
During this particularly iconic period in the sporting calendar, the UK’s leading sports betting brand had three main goals: increasing awareness, encouraging app installs and driving new customer acquisition. It was crucial to Sky Bet to work with a media partner that could drive uplift for the brand and meaningful results during a competitive football period.

Snapchat Ads: A Winning Strategy

Sky Bet focused on football fans aged 18+ and opted for a multi-product approach, seeking full-funnel results from its collaboration with Snapchat, while leveraging its suite of age verification and targeting tools.
For its video strategy, the brand ran Commercials within the tournament’s official highlights to drive upper funnel awareness. Its unskippable feature ensured Sky Bet’s content placement was relevant and drove user engagement. 
Furthermore, Snap Ads and Story Ads were optimised on App Install to drive efficient lower-funnel performance during the tournament.


Scoring Big Lifts in Ad Awareness and New Customer Sign Ups

Sky Bet’s approach drove maximum reach and impact, and generated a lift in awareness as well as an incremental lift in new customers.
The World Cup campaign achieved +8 lift in Ad Awareness and a 13% lift in new customer sign ups, while the multiformat approach not only drove incremental installs and sign ups, but also reached millions of unique Snapchatters.1

Snapchat helped take our World Cup campaign to the next level with a full-funnel approach, combining awareness-driving commercials formats with efficient app install ads designed to attract new customers. As the results show, the partnership was a great success.

Tom Clark, Digital Marketing Manager, Sky Bet & Gaming
1 Snap Internal Data, 2022.