Oklahoma Lottery // Influencer Marketing

The Oklahoma Lottery Commission needed a new way to engage their target audience of next-gen lottery players, consisting of 25-35 year old Oklahomans. The Lottery had a well-oiled and executed marketing strategy for paid, owned and earned efforts, and wanted to expand into the influencer marketing space to add some extra charge to their social presence.

I worked with Saxum to launch and lead the first influencer marketing efforts for the Oklahoma Lottery, and throughout the first three months of this initiative, I led strategy and execution for 5 campaigns. I managed the process end-to-end for the majority of campaigns, including influencer discovery, contract negotiations, overseeing content creation, and post-campaign reporting — for larger campaigns like our holiday efforts, I also managed other influencer marketing partners/agencies to scale-up our capabilities.

In this three month sprint, we worked with 18 Influencers who published 71 Posts for the 5 different campaigns across Instagram and TikTok. From all of these efforts, we achieved over 2.6M impressions and a 4.4% cross-channel engagement rate, the equivalent of $230K in earned media value — an exciting beginning to an ongoing influencer program that is now another important arm of the Oklahoma Lottery Commission's marketing efforts.


Lead Agency: Saxum
Influencer Marketing Partners: V Marketing, IZEA