42%
Lower CPA¹
196%
First Deposit’s YoY¹
35%
Higher CTR¹
Safe Bet: Snapchat First Story Delivers 196% increase in First Deposits for William Hill
William Hill leveraged Snapchat
Following its establishment in 1934, William Hill became a byword for bookmakers. After expanding internationally, the British business was one of the first gambling brands to establish a digital presence.
Despite its rich legacy, the odds of the brand making an impact are significantly higher at key moments in the sporting calendar. This is why it turned to Snapchat as the 2024 Cheltenham Festival approached.
William Hill wanted to raise awareness and drive conversions among males aged 18 and over, at a time when competitors are jockeying for position.
Using First Story Takeover
William Hill’s approach was rooted in a BAU strategy – with an experiential twist. In an atypical move, it leveraged Snapchat’s First Story Takeover which is usually associated with upper-funnel activity. However, the brand wanted to establish its impact on conversions.
William Hill combined BAU activity with First Story and First Lens. The former, which ran for the first 24 hours of the campaign, allowed the brand to reserve the first video ad that Snapchatters see between their Friend Stories. The latter allowed Snapchatters to compete in their own Cheltenham race through the power of AR.
William Hill’s creative was a mix of old-world glamour and modern-day gaming. Showcasing various elements of the sport, it effectively engaged its entire target audience across the campaign’s four-day run.
Ensuring Cheltenham Success
By measuring attributed results from acquisition activity, William Hill assessed First Story’s impact as a complementary solution – and celebrated remarkable results during a highly competitive period.
The brand saw a 196% increase in First Deposit’s YoY on the opening day of Cheltenham, compared to its 2023 figures. Furthermore, its CPA was 42% cheaper than the rest of Q1 activity and its CTR was 35% higher on the First Story than any other activity run across the festival.¹
These exceptional results have incentivised the brand to incorporate Snapchat into all future tentpole moments.
At a time of high competition, it is important for us to ensure we are delivering maximum exposure to maintain brand awareness. The First Story allowed us to unlock untouched inventory, whilst simultaneously complimenting our BAU formats. The results were extraordinary as we hit both our brand and acquisition objectives, whilst informing strategy for future events.
— Tom Whall, In-App and Paid Social Team Lead, William Hill
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