The Guardian - William Hill

Case study - Objective: Prompt action


To prove that it has an audience interested and motivated to bet, The Guardian turned to PAMCo data, which shows that it reaches the breadth of William Hill customers – from heavy users to lapsed bettors to potential bettors. In total, the newsbrand reaches over three billion betting fans every week; a third of the GB betting universe.

For the World Cup, William Hill wanted to prompt action around key matches, particularly England games. With the growth of in-game betting, The Guardian recognised that it needed to focus William’s Hill activity on minute-by-minute match blogs and use the daily World Cup print section to sign-post the best bets and offers prior to a match. When a match was on the BBC (and therefore ad free), The Guardian also recognised that William Hill needed live content like The Guardian’s blog to be part of the event.

Using PAMCo data to demonstrate the strength of its proposition against core competitors, The Guardian targeted different groups with two core messages: a sign up offer to potential bettors and second stage activity targeting lapsed bettors and heavy William Hill users, including solus ownership digital activity on live blogs during England matches.

The final stage of the campaign was to build unique William Hill segments of users who had seen/engaged with the ads during Stages 1 & 2 and serve them with relevant retargeting creative.

Key findings

  • The Guardian’s activity out-performed benchmarks
  • William Hill broadened the campaign to include non-England games, based on the results of the initial activity

It was the case put across utilising the PAMCo data to illustrate The Guardian’s reach, but most importantly minimal overlap, that helped them secure the investment.

Rob Wilson, client director, Periscopix