How People’s Postcode Lottery reached new audiences with ‘fit for format’ strategy
Faced with strong ad awareness but low consideration, People’s Postcode Lottery embarked on a journey to reach new audiences through different media formats.
People’s Postcode Lottery has been on a mission to reach new audiences by expanding into new media channels that are “fit for format”.
Despite strong advertising awareness, the brand struggled with low consideration among younger audiences, who recognised People’s Postcode Lottery but didn’t see it as relevant to them.
“We needed to get people to really sit back and reassess us,” explains head of marketing, Anna Russell. “There was obviously a job to be done to make People’s Postcode Lottery feel relevant for them.”
