Postkodlotteriet is a lottery that has existed in Sweden since 2005. Postkodlotteriet is one of Sweden’s largest lotteries, with close to one million customers. The entire Postkodlotteriet’s surplus goes to about 50 non-profit organizations.

After analyzing behavior and existing data, we implemented a granular account structure and applied a conversion-driven strategy to increase both relevance and conversions. The effect of this was an increase conversion by 111% while the CPA decreased by 54%.