Congobet: strengthening its acquisition strategy to face growing competition

700k clicks

Expertises Performance marketing

Congobet, market leader in sports betting, online casinos and lotteries, called on Cosa to develop a digital acquisition strategy. The aim was to consolidate its leadership position, widen the gap with new international players and optimize its campaigns in a rapidly digitalizing market.

A winning acquisition strategy

Overview

Congobet is a sports betting and gambling platform which, in just 5 years, has become the market leader thanks to its network of physical kiosks and strong local presence. Faced with the arrival of international competitors and the increasing digitalization of the country, Congobet turned to Cosa to modernize its acquisition strategy and strengthen its positioning.

Context

With internet adoption on the rise in the Congo, and Facebook as the dominant social network, Congobet wanted to anticipate these developments to stay competitive. Although the brand already had 150,000 highly engaged monthly users, it had never deployed a digital acquisition strategy or collected accurate audience data. The objective was to consolidate its leadership position while widening the gap with the competition.

Briefly

Cosa helped Congobet create a targeted and innovative digital acquisition strategy. In four months, we doubled our initial objectives, generating 700,000 clicks and recruiting 30,000 new customers. A fruitful collaboration that has led to renewed annual support.

Results/impacts

700,000 clicks, twice the initial target.

+30 000 customers recruited.

+220,000 in deposits generated during the campaign.

Four months’ support transformed into annual collaboration.

Solutions

A targeted strategic approach

We worked on two types of audience: a cold audience targeted by centers of interest, and a warm audience via retargeting and Lookalike. Communications focused on Congobet’s three flagship services: sports betting, casino and lottery.

Optimizing media campaigns

To maximize performance, we gradually increased the media budget while adapting campaigns to the specificities of the Congolese market. Faced with the impossibility of using Google Ads (blocked by local regulations), we opted for alternative agencies such as Hawk and Exoclick, which surpassed our expectations in terms of results.

An effective collaboration

By constantly questioning results in order to improve them, we demonstrated the effectiveness of our solutions in a market with different codes to those of Europe. This pedagogical approach enabled Congobet to better understand the technical challenges of acquisition campaigns, while capitalizing on the continent’s rapid digitalization.

Our team

Customer management: Eugénie Montastruc
Content project management: Ninon Durand-Stein
Project management: Eleonore Biberon – Célia Malidor
Acquisition strategy: Christophe Marinho (Head of Growth) – Matisse Evano (Traffic Manager)