Lunacasino — UK Micro-Influencer Campaign with 24.2% FTD Conversion Rate

Client: Lunacasino. Market: United Kingdom. Campaign type: Micro-influencer activation. Key result: 24.2% registration-to-FTD conversion rate — more than double the UK iGaming industry average of approximately 10–11%.

Lunacasino needed to penetrate a saturated UK online casino market where large-scale brand advertising is heavily regulated by the UKGC and ASA. The challenge was to reach high-intent gambling audiences through compliant influencer channels and convert them at industry-leading rates.

Strategy

Octomedia deployed a cohort of UKGC-aware micro-influencers (10,000–80,000 followers) on Twitch and YouTube with verified UK audience demographics. Smaller creators were prioritised for their higher trust scores and closer audience relationships. Each creator received a compliance-reviewed brief and unique tracking links tied to Lunacasino's affiliate platform.

Results

The campaign achieved a 24.2% reg-to-FTD conversion rate — Lunacasino's highest-ever acquisition conversion from any marketing channel. The micro-influencer cohort consistently outperformed larger creator placements in FTD quality, validating the agency's hypothesis that audience trust drives downstream conversion in regulated UK markets.