The Carbon Lottery (UK)

The Carbon Lottery is the first "green lottery" of its kind in the world, offering players the opportunity to offsett their carbon emissions, and to win large jackpot prizes. The Carbon Lottery has been launched in the United Kingdom.
Introduction	LOW FAT was tasked to promote The Carbon Lottery, using social media initiatives Facebook.
Objectives	Create brand awareness. Grow and Engage a Facebook fan base.
Solution	Develop Facebook advertising strategy and plan Implement targeted Facebook advertising campaigns
Ad Variations


Marketing Campaign parameters	97 Campaigns 26 Target Groups 374 Ad variations Automatic and continuous A/B ad split testing: only best performing ads get shown Optional automatic continuous ad rotation and new ad creation to reduce ad fatigue Rapid creation and deployment of new campaigns and multiple ad variations Automatic and continuous campaign budget re-allocation based on ad, target group and campaign performance Strong focus on target market segmentation Key metric: cost per fan acquisition
Results	5,136 Facebook Fans in 3 weeks (from a base of zero) 41,718,732 Ad Impressions $1.26 CPC (cost per click) $2.23 CPF (cost per fan)