The National Lottery

Building a new national conversation through content strategy

The National Lottery (TNL) is one of the UK’s biggest and best-loved brands. Redwood partnered with TNL in creating a content strategy to increase the link between the winning and giving sides of the brand to all potential players and to build the brand’s relevance with the 18-24 year-old audience. To achieve this we worked with the senior TNL marketing team, using Redwood’s Editorial Board model to unify comms across PR, social, website, YouTube, CRM and TV into a cohesive brand storytelling unit that delivers a consistent national story across all channels.As part of the ongoing strategic content development we created TNL’s core brand story, as well as an annual content plan and monthly content calendars. This included key strategic content approaches –from YouTuber strategy to brand-to-brand Twitter conversations - and as part of the project we produced ‘The Winners’ Calls’ video series, which became TNL’s most successful social content ever. We continue to host the weekly Editorial Board to focus ongoing content activation.
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