Paddy Power to launch new ad campaign

5 July 2013

Irish bookmaker Paddy Power is preparing to launch a new marketing campaign to coincide with the imminent achievement of gaining one million fans on Facebook.

According to a report from Marketing Week, the company’s Facebook total currently stands at 964,000 with the figure expected to surpass the one million milestone next month.

Christian Woolfenden, Marketing Director for Paddy Power, stated that the operator was planning a campaign ‘typical of the brand’ to mark the achievement.

The campaign is set to be followed by a revamp of the firm's We Hear You social media activity in order to mark the beginning of the 2013/14 English Premier League football season. Woolfenden declared that this would be part of a strategy to enhance online personalisation through the use of cookies and behavioural targeting technology to display relevant content on the Paddy Power website and through advertising.

“We’ve been constantly experimenting with social for the last year to 18 months,” said Woolfenden.

“Paddy Power operates on a 70/20/ten basis [in terms of its marketing budget]. Social is in the ‘20 bracket’ right now but it’s very much moving into the ‘70 bracket’ and becoming a bigger part of the mainstream strategy.”