Background
SoCIAL Lite is Canada’s number one vodka soda brand. With the elimination of artificial sweeteners and sugars, Social Lite offers a health-conscious option for the active lifestyle.
Having limited exposure to digital advertising, Triangles sculpted a personalized targeting program to achieve Social Lite’s goals – increase brand awareness. Always backed and guided by data, Triangles tracked the progression of the campaign by measuring engagement with specific and decisive metrics.
Bright, captivating, and attention-grabbing ad creations were produced for choice channels and multiplied for the purpose of multivariate testing, resulting in thousands of ad variants launched.
Solution
With the objective of increased brand awareness at the forefront of the minds of the Triangles’ Team, the system was adapted to achieve the set goals:
1. Insight
Based off demographic and psychographic research, 5 main personas were formulated. Each persona was then broken down into several cohorts and ranked across three metrics: Conversion, Cost, and Ad Performance.
2. Personalization
Creative direction formulated three strategies to permutate and test variants of colour, image, and copy. Designed with Social Lite branding top-of-mind and envisioned to captivate viewers, the creatives depicted bright colours with a product-focused theme.
3. Ad Operations
Baselines are laid within the first 3-4 weeks of a campaign to collect crucial data on the persona journeys. This creates the foundation for the Execute Team to propel engagement pathways to peak results.
4. Scale
Keeping increased brand awareness in mind, Video Completion and Engagement rates were the primary metrics. To maximize Ad Spend and expand high caliber Reach, the budget was scaled to push the top performing pathways.
Micro-Targeting
Informed by discovery sessions, Triangles created custom Socialite Personas to help validate which targeting theories would prove most successful in driving engagement.
All personas that were identified as having high intent were funneled into Remarketing pathways to capture the most engaged audience at the lowest CPA. .
Agile Media Plan & Consumer Journey
Analysis on first touchpoints via the various channels based on engagement (time on site, bounce rate) was used as the baseline for scaling and optimizations..
With three main creative strategies created to test selected variables, the data concluded the top performers. Select themes produced higher volume landing page engagements and video completions..
Looking Ahead
Post campaign, learnings are compiled for the Social Lite Team as takeaways from the Triangles’ system to amplify future marketing endeavours. Some highlights:
Cohort Filtering
Channel, creative, timing, and conversion learnings are deep and statistically validated to accelerate next year’s sales. Further, deeply segmented remarketing pools with active cookies will allow for progression of marketing to an estimated 92,000 visitors.
Copy Strategy
Highest engagement arose in ads presented within the Attention Grabbing Strategy, while most users were influenced to complete a video completion within the Benefits Strategy. Low CPE results were achieved by both.
Channel Centalizarion
Static ads (for landing page engagement) should run exclusively on Facebook and Instagram, whereas video ads are better received on YouTube.
Device Focus
Mobile is increasingly popular for both video completions and landing page engagements. A mobile-focused strategy could lend success in scaling engagements.
Looking Ahead
Post campaign, learnings are compiled for the Social Lite Team as takeaways from the Triangles’ system to amplify future marketing endeavours. Some highlights:
Cohort Filtering
Channel, creative, timing, and conversion learnings are deep and statistically validated to accelerate next year’s sales. Further, deeply segmented remarketing pools with active cookies will allow for progression of marketing to an estimated 92,000 visitors.
Copy Strategy
Highest engagement arose in ads presented within the Attention Grabbing Strategy, while most users were influenced to complete a video completion within the Benefits Strategy. Low CPE results were achieved by both.
Channel Centalizarion
Static ads (for landing page engagement) should run exclusively on Facebook and Instagram, whereas video ads are better received on YouTube.
Device Focus
Mobile is increasingly popular for both video completions and landing page engagements. A mobile-focused strategy could lend success in scaling engagements.