What Is Influencer Marketing: A Strategic Guide for Lotteries x Creators
Emily Parker, Head of Social Media, California Lottery, detailed California’s decade-long evolution in influencer marketing. California Lottery transitioned from one-off scratcher campaigns to an “always-on” influencer model, using data-driven vetting to build a diverse roster of long-term creators. A recent Mega Millions campaign featured 15 influencers. “As of a week ago, we came in at over 33 million impressions, over 51,000 engagements, over 3.4 million video views, and over 23,000 clicks to our Mega Millions landing page,” Parker said.