The Ask.
The Ask Pro Hockey Life (PHL) is Canada’s ultimate hockey destination, but their social media profiles were not. Fans flocked to the profiles but didn’t engage, and PHL’s reach was deteriorating due to a disengaged community.
PHL wanted to build an engaged community, igniting a loyal fan and customer base.
The Strategy.
Community developed brand guidelines for PHL, re-launching with an always-on social strategy and adapting to the intricacies and unique audiences of different social platforms (Facebook, Twitter, and Instagram) with platform-specific content. As a result, PHL was able to reach and engage this niche hockey community organically for the first time.
Through the use of extensive data mining, we were able to propel the content even further, reaching more of the target audience and increasing engagement opportunities.
We created engagement at every touchpoint, converting link clicks to online and in-store sales and nurturing the relationship between the brand and the audience through community management.
Pro Hockey Life
Social
The Ask.
Caesarstone Canada was not reaching their desired level of website traffic and lead generation in the North American market.
We were tasked with developing an always-on strategy to increase qualified traffic to the Caesarstone website and its showrooms, with conversion as a top priority.
The Strategy.
Community developed a digital ecosystem with a conversion-focused digital marketing strategy that included search, display, programmatic, native and retargeting to improve top-funnel awareness and lower-funnel conversion. Leveraging demographic data and layering in second and third-party audience affinity data, we were able to build consumer personas to better target potential in-market customers based on their behaviour and interests.
An always-on showroom/specialist campaign was also launched, geo-fencing an area of 40KM/20M around each participating Caesarstone dealer.
A/B testing was a significant aspect of the campaign’s success. Additionally, understanding audience behaviour in terms of their interests, the devices they’re using, and the terms they’re searching for was crucial to ensuring success in the digital space. With ongoing testing and daily optimizations against different elements of the campaigns, including targeting, keywords, targeted devices, ad sizes, images and copy, we achieved incredible results.
Caesarstone
Performance Marketing
The Ask.
Château des Charmes had struggled to sell their product online and introduce their brand to a younger demographic. To move the brand into the 21st century, Château des Charmes had to find a new audience online, transforming their virtual shopping portal into a primary revenue generator for the winery.
The Strategy.
Over a period of 12 months, Community built a full-funnel digital ecosystem, capturing a large volume of data and inspiring crucial insights. Expanding on this system, Community built out rich customer personas, prospecting audiences previously unavailable to the brand. In parallel, Community overhauled the entire e-commerce funnel, making the journey to purchase more efficient and appealing to the new volume of targeted traffic.
Château des Charmes
Performance Marketing
The Ask.
For years, Fisherman’s Friend has had to navigate ever-changing markets, consistently driving awareness and consideration for the brand. After the global pandemic created a supply chain breakdown, they lost significant market share to the competition.
The brand came to us with three key objectives:
1. Re-enforce brand affinity in core audiences in the absence of physical product
2. Drive brand awareness within new, high-value audiences to foster long-term
3. Cultivate a community of engaged consumers to create connections in times of reduced consumption
The Strategy.
Using high-impact, low-cost creative across a breadth of flavours and seasons, we were able to aggregate insights by A/B testing within a large target demographic, reaching audiences at a more defined level to ensure engagement and connection with the product.
Utilizing real-time data and analytics, we collated a large volume of insights, and a fluid channel strategy was employed to prioritize the key audience’s online behaviour and consumption habits. Targeting campaigns were executed on a seasonal and event-based basis to create high-level frequency, keeping Fisherman’s Friend in the mouths and minds of users. These campaigns pushed users to engage with the like-minded brand community, ultimately pushing them to the store for purchase.
Fisherman’s Friend
Social
The Ask.
Clek was looking to develop a fully integrated eCommerce solution that would be scalable across various languages and regions. Their objective was to create a high-performing website for users that also enabled their internal staff to manage support tickets and warranties across multiple platforms more efficiently.
The Strategy.
By leveraging the Shopify platform, we delivered a fully customized, scalable website that seamlessly integrated all their platforms into a unified solution.
The new website features comprehensive integration with support software, live chat, email for customer service, and their warranty management system. This upgrade enhanced their staff’s efficiency while significantly boosting overall performance.
With captivating animations, 3D modelling and parallax effects woven throughout the site, the new experience engages users while encouraging them to purchase essential child safety items at every opportunity.
Clek
Development
The Ask.
CAA faced challenges with perception; the public often relegated the brand as merely a “tow” service or a “Grandpa” brand. Their objective was to educate the public on the comprehensive benefits of a CAA membership, which includes a wide range of services such as insurance (home, auto, travel), financial services, a loyalty program and more.
The Strategy.
In collaboration with Hasbro Games, Community developed an interactive and educational version of the ‘The Game of Life,’ offering users a chance to win their dream vacation. Each spin provided an opportunity to learn about the diverse services offered by CAA, helping to build brand awareness, generate leads and drive sales across their entire service portfolio.
Community crafted a fully immersive consumer experience featuring a 3D-modeled gameboard that transitioned from day to night and integrated real-time local weather conditions, such as rain in the game when it rained outside and lightning during storms.
As users navigated the board and engaged with content, data was collected to retarget them with personalized media and email campaigns, promoting specific services of interest.
CAA
Development