How Brace Grew WinThisNow With Adaptive Marketing
+262%
increase in ticket purchases from paid social
+112%
increase in return on ad spend
+67.2%
growth in automated email conversion value
WinThisNow is a UK-based online competition platform giving customers the chance to win high-value prizes, including cars, cash and technology bundles, through regular competitions, promotions and free-to-enter draws. With competitions launching and closing constantly, WinThisNow needed paid social and email working together as one plan, to drive ticket sales, keep customers engaged and make better use of its existing database.
The Challenge
WinThisNow had already proven that Meta advertising could generate profitable ticket sales, but increasing the budget without losing that efficiency was proving difficult.
At the same time, email was being used for individual promotional sends rather than as a structured, revenue-generating channel. In a fast-moving competition business, where new draws launch regularly and deadlines are short, that was a missed opportunity to keep customers engaged and recover lost sales.
WinThisNow came to Brace to scale ticket sales through paid social and to turn email into an always-on channel, with both working together as one connected plan.
How We Did It
We ran paid social and email as one connected strategy. On paid social, we rebuilt the account around clearer audience roles, a rotating creative strategy and an awareness layer to support future sales. On email, we moved WinThisNow from one-off promotional sends to a structured campaign calendar and always-on automation, so every communication had a clear purpose and worked harder for the business.
A Clearer Audience Structure
- Six distinct audience segments: new customers, previous customers, warm audiences, reactivation and lookalikes
- Each audience with its own role, budget and creative
- Spend moved towards the audiences creating the most value, with less overlap
Fresh Prizes. Fresh Reasons To Act.
- A rotating prize strategy featuring cash, technology and car competitions
- New creative each month to give audiences a fresh reason to act
- An always-on campaign generating consistent ticket sales between prize launches
Building Demand Before The Sale
- A video awareness campaign generated video views at less than a penny each
- Built a large pool of engaged viewers to bring back with sales creative
- This became one of the strongest-performing audiences in the account
A Varied Email Campaign Strategy
- Built a campaign calendar with more reasons to communicate than the same sales message each time
- Regular Freebie Friday promotions gave customers something of value, not just another ask to buy
- New competition launches, deadline reminders and promotional offers kept WinThisNow front of mind
Abandoned Cart Automation
- Identified abandoned carts as one of the biggest opportunities, customers with clear intent who had not completed their entry
- Introduced an automated abandoned cart journey through Klaviyo to reconnect with them automatically
- Turned email into an always-on conversion channel rather than relying solely on scheduled campaigns
Rewarding Engaged Customers
- Introduced VIP-style campaigns for the most engaged customers, with more exclusive messaging
- Made communications more targeted rather than sending identical messages to every subscriber
- Used the existing database more effectively to reward loyalty and drive repeat entries
The Results.
Running paid social and email together turned WinThisNow’s marketing into one connected growth engine.
Paid social: compared with the previous client-managed campaigns, ticket purchases increased by 262% while cost per purchase decreased by 62%, and return on ad spend increased by 112%. The stronger structure also gave WinThisNow room to invest more, with monthly spend up 137% while the campaigns kept generating a healthy commercial return.
Email: a structured campaign calendar and always-on automation grew total email revenue by 20.4% year on year. Campaign conversion value rose 22.6%, and the new automated flows grew conversion value by 67.2%, turning email into a dependable, always-on revenue channel rather than a series of one-off sends.
More purchases, lower acquisition costs, and a database that now works harder across both channels.
Start Your Growth ConversationThe Brace Team
A small, senior team ran WinThisNow's paid social and email end to end, from strategy and audience planning through to creative, automation and daily optimisation.
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