boa employed multi-tactic, seasonally targeted media campaigns to reach varied segments of high-potential consumers – introducing them to the array of incentive programs and products within Alberta and encouraging them to take immediate action to convert.
Our team conducted extensive search trend and competitive research: this keyword analysis informed the audience segmentation plan. We then targeted segments based on intent-based campaign categories: General Messaging, Home Improvement, Instant Savings and Online Rebates. Each campaign had a specific and associated on-site conversion action.
Leveraging Amazon’s real-time shopping behavioural data, Google’s unparalleled Search marketing capabilities and Facebook’s expansive first-party audience data, the campaigns were highly effective at driving conversions to levels exponentially higher than the benchmark. Real-time attribution modelling allowed us to uncover which placements were driving conversions while optimizing towards KPIs in real-time.