Scaling with Certainty

Client: People's Postcode Lottery

People’s Postcode Lottery is a subscription-based charity lottery that has raised over £1.5bn for good causes since launch, with a minimum of 30% of each ticket price going to charities. Paid social, particularly Meta, has long been central to the Postcode Lottery’s growth. But towards the end of 2024, CPAs were on an upwards trajectory limiting scalability, at a critical time of increased market competition.

Rather than cutting spend or chasing incremental tweaks, we rebuilt the way paid social worked. Replacing manually segmented prospecting and retargeting with a disciplined, AI-led framework using Meta’s Advantage+ campaigns. But we didn’t simply switch it on. We stress-tested automation, running controlled experiments to prove efficiency gains before scaling. Creative was rebuilt for social performance, prioritising authentic “real winner” storytelling engineered for vertical, hook-led formats. The combination of validated automation and performance-first creative gave us the confidence to act decisively. In March, with 15 days to deadline we executed on learnings made to date and increased Paid Social investment by circa 180%, to the Postcode Lottery’s largest ever monthly budget. CPAs held. Sales surged. Across four months, budgets were increased by 63[SH1.1]% YoY while econometric CPA improved 49.5%. Paid social was transformed from a manually managed channel into an AI-driven growth engine. The campaign not only delivered record sales, but also secured sustainable, scalable growth for one of the UK’s biggest charitable lotteries.