Double annual revenue YoY

With mint. leading digital creativity and data analysis.

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2024-01-09

Compagnie

Plancher à bas prix

Siège social

Laval, QC

Nombre d’employés

25-50 employees

Industrie

Real Estate

https://plancherabasprix.ca

Objectifs

Generate the highest number of qualified leads in the province of Quebec.
Boost foot traffic and in-store sales.‍
Generate qualified applications.

Défis

Growing need for visuals beyond the client’s production capacity.
Difficulty connecting the sales management system with advertising platforms for conversion tracking.
Ensuring the profitability of the new Vaudreuil store.
Context of labor shortage.

Stratégies employées par mint.

Creative Service

Ideation and visual content creation managed by mint.

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Technology Integration

Migration to a client's system that is compatible and easy to integrate.

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Back to Basics

Build on existing assets — high-performing audiences and DTS.

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Staffing Strategy

Quickly recruit talent through Meta Ads.

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Comment avons-nous atteint l’objectif ?

High-Performing Visual Content Optimized Through A/B Testing

To help Plancher à bas prix stand out, improve results, and engage its audience, mint adopted a high-ad rotation strategy. However, this approach relies on creating a large number of visuals within tight deadlines. Our team handled the creation of all high-impact advertising content.

From concept to execution, we produced five new visuals per month for the company. This approach allowed us to conduct monthly A/B tests to refine our understanding of different target audiences. We also succeeded in maintaining content relevance, resulting in significantly improved performance.

Results:

24% increase in click-through rate (CTR) (January 2023 to June 2023 vs. the same period the previous year)
53% decrease in CPM (January 2023 to June 2023 vs. the same period the previous year)

More Accurate Data Measurement — Simplified Client System Integration

Aiming to continuously improve campaign performance, our team implemented tracking strategies tailored to the client’s specific setup by consolidating online and in-store conversions directly within the advertising platforms.

The tracking challenge arose from the simultaneous use of the CRM for website leads and a separate accounting system for in-store sales. While the CRM collects Google Click IDs (GCLID) and Facebook Click IDs (FBCLID) [identifiers assigned to users who click on ads], the accounting system does not. We therefore centralized sales results using the following approach:

Using offline conversion tracking to import converted CRM leads into the advertising platforms by relying on the GCLID and FBCLID. This method allows for reliable matching of sales across platforms.
Using conversion import, which involves periodically importing in-store sales (without GCLID or FBCLID) directly into the advertising platforms.

This method compensates for the absence of GCLID and FBCLID, given that in the specific case of Plancher à bas prix, many users click on ads and then visit a store directly.

Drive Online Users to Stores — High-performing Audiences and DTS

In addition to generating the highest number of qualified leads possible in Quebec, mint was tasked with ensuring store profitability. To achieve this goal, drive-to-store (DTS) campaigns were implemented, targeting specific geographic areas around the stores and leveraging the experience and insights gained from our previous online conversion campaigns.

The advertising strategy is based on replicating the audience that delivered the highest performance in past conversion campaigns. This audience is then applied to our DTS campaigns. Data from previous buyers was used to refine targeting criteria and maximize results.

Result:

130 users converted into in-store buyers measured from January to June 2023

Generate Qualified Applications Through Meta Ads

In today’s job market, it is no longer sufficient to passively wait for applications on job platforms. Given that 80% of candidates are inactive, it is essential to use digital advertising to hire more quickly. We therefore launched lead generation campaigns on the Meta Ads platform to fill open positions. By using a form directly on the platform, we simplified the application process, resulting in an increased number of responses. Thanks to this strategy, the company was able to fill the posted positions in under 14 days.

Result: