Launch an emerging brand in a niche market through digital advertising
14X average return on advertising spend.
2023-01-10
Objectifs
Develop brand awareness for Connec in Canada and generate sales for new product launches.
Défis
- Presence of major American players in the Canadian market.
- Low brand awareness in the Rest of Canada.
- Low search engine visibility.
Stratégies employées par mint.
Precise Targeting
Combined targeting of interest audiences and lookalike audiences on Facebook Ads.
Original Promotion
Creation of a BFCM promotion exclusive to the Connec Outdoors brand.
Brand Protection
Brand protection campaign on search engines.
Comment avons-nous atteint l’objectif ?
Launch of New Products
Creation of campaigns dedicated to each product to better control the budget.
Buckweek Countdown
Launch of reach campaigns 14, 7, and 3 days before the sale to build anticipation.
Integration of Display Campaigns on the Google Ads Platform
We began the mandate with acquisition and brand protection campaigns on search engines.
However, with the arrival of the summer season, we observed a strong presence of competitors with larger budgets and stronger search engine authority (SEO), which prevented us from maintaining profitable acquisition costs (CPA).
We therefore adjusted our strategy by investing in Display network campaigns while keeping only brand protection campaigns in Search.
Our proactive approach had the following impacts (May–August 2022 vs. March–April 2022):
- ROAS +88 %
- Clicks +400%
- Nearly 1M impressions reached
- Conversions doubled
- 15% increase in the average order value from Google Ads campaigns
Les résultats
average monthly ROAS
return on every $ invested in advertising (excluding brand protection campaigns)
growth in monthly retail sales
multiple new retail partnerships secured following the launch of the campaigns
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