How Mifal Hapais Achieved 20% Loyalty Membership Signup with Blings' MP5 Technology
"Partnering with Blings was a game changer for us at Pais. The MP5 technology and their expert approach delivered exceptional results in our Refer a Friend campaign and beyond. The technology enables highly personalized messaging with high customer engagement. In the Refer a Friend campaign, we achieved a 27% share rate among existing members who watched the first message… And out of the audience that engaged with the second video we saw 20% who joined our service”.
Background
Mifal HaPais is a government-owned public-benefit corporation in Israel, entrusted with the exclusive authority to organize and manage lotteries and games of chance. With an annual revenue of approximately NIS 9 billion, Mifal HaPais plays a central role in Israel’s regulated gaming sector. A significant portion of the company’s profits is reinvested into various community welfare initiatives, focusing on education, health, and culture.
In addition to its core lottery offerings, Mifal HaPais operates it’s “Manui Pais” membership program, which provides subscribers with access to exclusive lotteries and a wide range of benefits, including discounts on a variety of services and products.
Challenges
Manui Pais has primarily grown through word of mouth, with most customers who use the service being highly satisfied and eager to recommend it to friends and family. However, the company sought to create a more structured referral program that would not only reward customers for their advocacy, thereby enhancing their loyalty, but also make it easier for them to introduce the service to a wider network of potential subscribers within their social circles.
Solution
Manui Pais was seeking a platform that would enable personalized and tailored interactions with its customers. To meet this need, the company chose the Blings MP5 platform, which provides an easy and flexible solution for creating personalized messages. This platform integrates seamlessly with the company’s Customer Journey Automation system, allowing Manui Pais to deliver experiential and targeted messages that drive high engagement and improve customer satisfaction.
In collaboration with Blings, Manui Pais developed a campaign that enabled customers to effortlessly share personalized videos with their friends and family. Each time a customer shared a video, a new, customized video was generated for each viewer, featuring their name, the sender’s name, and a personalized incentive. As part of the customer journey, the original sender also received customized messages regarding their membership status and eligibility for rewards. This approach ensured a highly personalized referral experience, supporting Manui Pais’s vision of technological advancement as a key benefit for its members.
Results
The personalized campaign and the overall user experience it cultivated, achieved results never seen before in the referral segment. The first video had a 27% share rate, which represented a 41% increase in CTR in comparison to their previous campaigns without Blings.
23% of the audience that received the second video engaged with it and 20% also joined Mifal Hapais’s loyalty program, representing hundreds of new members.
27%
Share Rate
20%
Conversion Rate
41%
CTR Increase*
*In comparison to overall previous campaigns CTR average, without Blings.
Conclusion
The partnership with Blings significantly advanced the personalized customer experience strategy. The successful ‘Refer a Friend’ campaign demonstrated the effectiveness of personalized and interactive content in driving engagement and expanding the subscriber base. Following the success of the campaign, the company’s customers can now recommend joining the Manui Pais benefit club not only through automated customer journeys, but also by entering the benefits website and clicking on a link.
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