Background
BioSteel is one of Canada’s premier sports nutritional supplement companies.
Specializing in sugar-free, caffeine-free and gluten-free products for all types of athletes and athletically inclined individuals.
With little to no digital presence or consumer journey with respect to profitable eCommerce channels, the challenge lied in understanding the online customers personalities and purchasing behaviour patterns. The Triangles system worked to form appropriate digital targeting theories and creative assets that worked best to discover new customers and drive eCommerce purchases.
Solution
Focused on increasing eCommerce transactions, the Triangles’ methodology centered the campaign around 6 main audience personas.
The methodology was modified to suit BioSteel’s needs:
1. Insight
Once the main 6 audience personas were established, each persona was assigned several sub-sector cohorts to further personalize the consumer journey.
2. Personalization
The 14-week campaign traveled through 6 different media channels with over 2000 ad variations to appeal directly to the cohorts identified.
3. Ad Operations
After the smoke test phase (data collection) was completed, optimizations began with the highest performing cohorts centered as the focus with engagement as the metric.
4. Scale
Optimizations increased rampantly as the campaign progressed with a focus on Facebook and Instagram Remarketing. This narrowed and increased conversions based off geography, creative, cohort, timing, and journey.
Micro-Targeting Audiences
Informed by discovery sessions, Triangles created custom Biosteel Personas to help validate which targeting theories would prove most successful in driving eCommerce Return On Ad Spend (ROAS).
Engagement Based Remarketing
All BioSteel Personas who were identified as having high intent based on time spent on the site, video views & Click Through Rate were served new unique ads to help trigger eCommerce transactions.
Multi-Channel Optimization
The methodology of Triangles.ai of machine + human leverages daily optimizations towards eCommerce transactions resulting in ad re-allocation from each channel to account for only high-ROI pathways. Only the top performing creative touchpoints were scaled leading to minimal budget waste and a low Cost Per Acquisition.
Agile Media Plan & Consumer Journey
Paid media campaigns via Search, Display, Twitter, Facebook, Instagram and Remarketing, helped drive variant ‘Hockey Hardcore, Wellness Enthusiasts & Weekend Warrior’ focused consumer journeys to baseline where the most engaged and highest value consumers were found.
Looking Ahead
Following the success of the digital program, the BioSteel team was able to implement key takeaways and proceed with strategies created by the Triangles’ system that allowed for progressive growth and increased numbers. Some highlights:
Brand Awareness
With the inclusion of 6 well-known athletes into the campaign strategy, 14+ million impressions were generated, boosting top-of-mind awareness of BioSteel.
Consumer Journey
The release of specific ad variations were timed based off conversion rate analysis for promo and non-promo ads. This incentivized the consumer and prompted sales at the right time.
Remarketing Campaigns
Social marketing channels proved to be more effective than Display, with Facebook Remarketing generating the highest click-ROI than all remarketing channels.
Organic Growth
Through the efforts implemented by the Triangles system, organic growth via social following continued along with eCommerce transactions past the end of the campaign.
Looking Ahead
Following the success of the digital program, the BioSteel team was able to implement key takeaways and proceed with strategies created by the Triangles’ system that allowed for progressive growth and increased numbers. Some highlights:
Organic Growth
Through the efforts implemented by the Triangles system, organic growth via social following continued along with eCommerce transactions past the end of the campaign.
Brand Awareness
With the inclusion of 6 well-known athletes into the campaign strategy, 14+ million impressions were generated, boosting top-of-mind awareness of BioSteel.
Consumer Journey
The release of specific ad variations were timed based off conversion rate analysis for promo and non-promo ads. This incentivized the consumer and prompted sales at the right time.
Remarketing Campaigns
Social marketing channels proved to be more effective than Display, with Facebook Remarketing generating the highest click-ROI than all remarketing channels.