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Case study

Cats Protection increases lottery players with text-to enter solution

The brief:

Cats Protection, the UK’s largest cat welfare charity, wanted to increase the number of people taking part in its weekly lottery Win With Cats.  The lottery helps provide cats and kittens with essential food, vaccines and rehoming, and offers players the chance to win cash prizes every week. Cats Protection wanted to improve its return on investment (ROI) from its existing direct response TV (DRTV) advertising and offer direct mail recipients a quick and easy way to enter the lottery.

The challenge:

Previously, Cats Protection had advertised with a keyword shortcode without a financial ask – what charities often call a ‘hand-raiser’ – meaning a call centre needed to make contact to request a direct debit.

Cats Lottery draw

“The text-to-enter functionality also provided an additional – and, as results showed, more popular – route to entry on our test out-of-home (OOH) campaign. Text-to-enter has positively impacted the ROI of our DRTV campaigns and has onboarded supporters who we might not otherwise have recruited – for example, those who don’t like direct debits.”


Carly Culshaw, Senior Direct Marketing Officer at Cats Protection

The solution:

Our new SMS Lottery Service, which enables people to text to enter the lottery. It provides a more efficient way of signing up for the lottery through the TV ad and direct mail. After agreeing on the workflow, the solution was live within a month.

The outcome:

The new solution increased sign-up rates compared to traditional call centre tactics, and has increased ROI, enabling Cats Protection to invest further in lottery promotion.

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