How We Reduced Customer Acquisition Costs by 25% While Scaling Monthly Ad Spend to High Six Figures for a Prize Platform

The Client

DAYMADE is a UK-based prize platform that’s reimagining the lottery for a younger generation. Instead of traditional cash jackpots with near-impossible odds, DAYMADE offers players the chance to win holidays, experiences, and lifestyle prizes — from Maldives getaways to Michelin-star dining — with significantly better odds of winning something every week. Entry starts at just £2.95 per weekly draw.

Founded in 2019 by Andrew Broekelmann, Lisa Nederveen, and Callum Wright, DAYMADE has grown to serve thousands of weekly players and holds a 4.6-star Trustpilot rating. The company is backed by Zeal Network — Germany’s largest online lottery company — via their Zeal Ventures arm, and has raised $3.15 million in total funding. DAYMADE also partners with Eden Reforestation Projects, planting a tree with every purchase — over 1.3 million trees planted to date.

The platform runs twice-weekly draws broadcast live on Instagram, creating a community-driven experience that resonates with its core demographic of 18–35 year-old women in the UK — an audience historically underserved by traditional gambling and lottery brands.

The Challenge

When GrowthSpin came on board as DAYMADE’s fractional CMO, the paid acquisition accounts were in a difficult place. Performance had been declining, customer acquisition costs were rising, and the account structure hadn’t kept pace with platform changes across Meta and other channels.

Three core problems needed addressing:

• Deteriorating paid media performance. The existing Meta and Instagram campaigns had been underperforming for some time. Account structure was outdated, audiences were fatigued, and CAC was trending in the wrong direction with no clear path to recovery.

• No channel diversification. DAYMADE’s acquisition was heavily concentrated on Meta. Google Ads and TikTok — two channels with strong potential for a visually engaging, prize-based product targeting younger audiences — were either untested or underdeveloped.

• Unclear customer personas and journeys. Despite having strong product-market fit with young female audiences in the UK, DAYMADE lacked formally defined Ideal Customer Personas and mapped customer journeys.

Our Approach

GrowthSpin took on the fractional CMO role at DAYMADE, taking full ownership of performance marketing across all paid channels. The engagement was hands-on and daily — not a strategy-only advisory, but a fully embedded execution role.

Phase 1: Account Rebuild and Stabilisation

The first priority was rebuilding the Meta account structure from the ground up. This started with deep immersion in the product and customer base — understanding what drove players to enter draws, what prize types resonated most, and how the subscription model influenced lifetime value. With that foundation, we restructured campaigns to align with how the Meta algorithm actually works: simplified campaign architecture, consolidated audiences, and dynamic creative testing frameworks designed to combat fatigue.

Phase 2: ICP Development and Customer Journey Mapping

We developed clear Ideal Customer Personas based on existing player data, engagement patterns, and purchase behaviour. DAYMADE’s core audience — women aged 18–35 who value experiences over material goods — was mapped across distinct segments with tailored journeys: from first exposure through trial entry to weekly subscription retention. Each persona informed creative direction, messaging angles, and channel selection decisions.

Phase 3: Channel Expansion — TikTok and Google

With the Meta accounts stabilised and improving month-on-month, we turned attention to unlocking incremental value through new channels. TikTok was a natural fit — DAYMADE’s product is inherently visual, prize reveals drive high engagement, and the platform’s core demographic overlaps almost perfectly with DAYMADE’s ICP. We built and scaled TikTok campaigns alongside a Google Ads programme targeting high-intent search queries and competitor terms.

The Results

Following an initial stabilisation period, performance improved steadily month on month, leading to a significant and sustained step-change.

• Customer acquisition costs reduced by 25% on Meta and Instagram, achieved through the account rebuild, improved targeting from ICP work, and systematic creative testing.

• Monthly Meta spend scaled to high six figures while improving efficiency. Most brands see CAC rise as spend increases. DAYMADE achieved the opposite.

• TikTok and Google Ads activated and scaled as new acquisition channels, reducing dependency on a single platform.

• Formal ICP and customer journey frameworks built, giving DAYMADE a structured foundation for all future marketing decisions.

Key Takeaways

1. Rebuild before you scale. DAYMADE’s CAC reduction came from fixing the account foundation — not from adding budget. Most underperforming accounts have structural problems masquerading as budget problems.

2. Scale and efficiency can coexist — if you sequence them. First fix efficiency at lower spend levels, then scale gradually with continuous optimisation. Stabilise, then scale.

3. A fractional CMO works when the role is embedded, not advisory. Daily account management, real-time reactions to performance signals, and hands-on creative sourcing. For growth-stage companies that need senior marketing leadership but aren’t ready for a full-time hire, this embedded model delivers.

About GrowthSpin

GrowthSpin is a London-based growth marketing studio led by Neha Divanji. We work as outsourced in-house growth marketers for funded startups and scale-ups, offering fractional growth leadership, performance marketing (Google Ads, Meta, LinkedIn, TikTok), and product strategy with UI/UX design.

Looking for a fractional CMO to scale your paid acquisition? Book a call at growthspin.co.uk/calendar