Lot of Happiness believes in making the world a better place for everyone. Charities, both big and small, play a pivotal role, and they all deserve the support that Lot of Happiness provides. That’s why Lot of Happiness is the lottery where your voice counts, your impact is significant, and you have the chance to win great prizes, like a million euros in the bank or a new electric cargo bike at your door.
The Challenge
As a lottery brand, Lot of Happiness aims to reach a broad audience with inspiring campaigns, but in a responsible way. On Meta, large-scale reach campaigns were purchased without insight into the content alongside which the ads were appearing. While Meta allows targeting by age group, a feature already in use, there was still a potential mismatch when it came to the context in which the ads were shown.
The Solution
To address this challenge, Lot of Happiness partnered with Draft Digital to use Scope3’s innovative Brand Standards solution. This AI-driven system enables brands to create their own brand agent, fully tailored to their values and guidelines. Scope3 has access to all content IDs within Meta and uses Large Language Models to analyze whether the content aligns with the brand profile. Any content that does not match is classified and excluded from the campaign within 3–5 hours of being posted on Meta.
What makes this solution unique:
- Personal brand profiles: The AI is trained with input from the brand, ensuring maximum relevance.
- Sustainable impact: In addition to the Brand Agent, Scope3 also takes CO₂ emissions into account across different times, placements, and creative types.
- Broad focus: In addition to brand safety, Scope3 also looks at attention KPIs to maximize impact.
- Human-in-the-loop process to validate content through human review, allowing the AI model to be trained even more effectively.
Results
The initial results are promising:
- 25% of content IDs were blocked during the test period. For Lot of Happiness, this shows the importance of adding this classification method, as there is still a large amount of Meta content that does not align with the brand’s values.
- No negative impact on performance — reach, CPM, viewability, and exposure time remained stable.
- Better brand protection by preventing impressions alongside unwanted or sensitive content.
- Greater relevance for the end user through a more precise alignment with the brand profile.
“The context in which people see your ads is – especially for us as a lottery – extremely important. With Scope3, we can be sure that our ads won’t appear alongside content that doesn’t align with our values, such as content related to children or addictions.
“On the other hand, we want to be able to adapt the content of our ads to the context. For example, in an article about charities, we like to show images of our annual donations, while in an article about long-distance travel, we prefer to highlight the chance to win big. We’re really looking forward to experimenting with this together with Scope3 and Draft.”
— Leo Nijs, Online Marketer at Lot of Happiness
“As an agency, we believe it’s important to stay ahead of the curve. The Scope3 solution is not only scalable and easy to implement, but it also delivers immediate, visible results.”
— Lars Postmus, Founder of Draft Digital
Next steps
The positive results mark the starting point for a broader deployment of Scope3 within Lot of Happiness’s media mix. In the coming period, Brand Standards will be tested within programmatic campaigns to gain more control over context and brand safety there as well. In addition, the current brand profile will be further refined to improve performance.
At the same time, we will experiment with the use of Scope3 Brand Stories, in which personas take center stage. This combination of brand safety and relevant storytelling not only protects against unwanted associations but also creates opportunities for improved performance. The ambition is to make AI-driven content matching a permanent part of Lot of Happiness’s always-on media landscape.
