Launching Wynn Resorts’ first digital product with 2x RoAS in just 6 months
In Short:
Delve Deeper helped Wynn Resorts launch its first online betting platform, WynnBet, and ushered the brand into more contemporary marketing by centralizing and modernizing its entire digital marketing strategy, while also optimizing its ad spend.
The Challenge:
Wynn Resorts is a fixture not just on the Las Vegas strip but also in the global casino business. Wynn saw the opportunity to attract new gambling fans and entered the emerging online gambling market with WynnBet.
But Wynn wasn’t alone. The online betting market became quickly saturated with new digitally native players. To succeed, Wynn quickly needed a scalable, efficient strategy to rapidly grow awareness and drive new customers in states where online gambling was newly legalized.
At the same time, Wynn faced a significant challenge managing its digital marketing efforts because more than 15 agencies were running separate, disconnected campaigns across different platforms. This fragmented approach led to wasted budget on duplicate ads and poor return on investment. With no clear understanding of the customer journey, Wynn struggled to optimize its advertising spend and improve customer engagement.
The Approach:
We streamlined Wynn’s marketing efforts by consolidating all programmatic display campaigns under a single demand-side platform (DSP) — Google Display & Video 360 — and tracked campaign performance in Google’s ad server, Campaign Manager 360.
We assembled a dedicated Delve Deeper team to fully integrate with Wynn’s new in-house technology stack, ensuring they were prepared to optimize and manage all programmatic campaigns. Additionally, we implemented a data-driven strategy to personalize the customer journey.
Once programmatic budgets were consolidated, we focused on leveraging aggregated data to build a successful go-to-market strategy for WynnBet. Our team adopted a time-sensitive, audience-first programmatic approach, enabling campaigns to go live within hours of online-gambling legalization in new states. We built dynamic, on-brand creative assets that enabled rapid deployment in multiple templates.
We also developed target personas by combining data on high-value customers with Delve Deeper’s industry research. Programmatic campaigns were then tailored demographically, with state-specific budgets and reporting frameworks to ensure precision and relevance.
From there, our goal was to sustain the momentum with all customer data integrated into one platform. We centralized all customer data into a Google BigQuery data warehouse, enriching it for reporting, activation, and automated segmentation. Self-service analytics were enabled through Google Data Studio dashboards.
Summary:
Delve Deeper Results:
With Delve Deeper’s integrated approach, Wynn began unlocking media efficiencies to optimize digital media ROAS. The consolidation of platforms and focus on data-driven optimizations enabled Wynn to achieve the following results within the first six months:
Delve Deeper’s comprehensive approach not only helped Wynn streamline its digital marketing, but also set the foundation for sustained business growth through efficient media buying and precise customer targeting.