Optimove and Empresa dá Sorte: Maximum Impact with Self Optimizing Campaigns

Executive Summary

Empresa dá Sorte faced the challenge of reducing communication costs and proving the effectiveness of the different marketing channels. With the implementation of Optimove's Self-Optimizing Campaigns (SOC), the company gained a clear view on the performance of each channel, generating incremental growth while optimizing investment and engagement. 

About the Client

Empresa dá Sorte operates licensed lottery brands in several regions of Brazil, reaching millions of players weekly, both online and offline. In Bahia, its brand Bahia dá Sorte was the first to adopt Self-Optimized Campaigns, with the objective of increasing the efficiency and impact of customer communication, using RCS, Push and E-mail channels. 

Challenge

Empresa dá Sorte's marketing team had three main goals:  

• Reduce costs with the RCS channel, one of the most expensive in the communication mix.
• Compare effectiveness across channels to identify the most profitable ones.
• Prove the real incremental gain generated by multichannel communication.

Although RCS showed good results, the high cost limited its scalability. It was necessary to adopt a data-driven strategy to allocate the budget more intelligently, ensuring a measurable return for each dollar invested. 

Process

Optimove implemented Self-Optimizing Campaigns with three integrated channels: RCS, Push and Email. Initially, customer bases were only impacted via RCS. With the new model, campaigns now automatically identify each user's preferred channel, based on behavior and performance. 

Solution

The SOC model was applied in four recurring weekly campaigns in Bahia, all using the three channels. Optimove's artificial intelligence engine continuously learned from the results, dynamically redistributing users according to individual performance. 

Results

• Incremental growth across all campaigns.
• Clear comparison of effectiveness between channels, allowing for more strategic decisions.
• Significant cost reduction with the RCS channel.
• Email engagement with more than 90% growth, reinforcing the power of automated optimization.

These results confirmed the effectiveness of Optimove's Self-Optimization approach, showing that it is possible to reduce costs while increasing the impact and return of campaigns.

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