Background

Founded in 2006, BATL has become the first organization in the world to offer an urban venue to experience the thrill of indoor axe throwing in leagues, walk-ins, and private events.

BATL had undergone a mass expansion in locations across Canada and the United States. To accommodate the needs of both their new locations and existing locations, the dedicated Triangles team formulated two strategic plans to integrate into the Triangles algorithm. The goal of execution aimed to entice new clientele towards completing a booking and to increase overall brand awareness of their new, highly engaging offering – backyard axe throwing.

Solution

Major effort was put into the Insights portion of the Triangles system. In order to successfully funnel users down the conversion channel, the target audiences along with their accompanying cohorts had to be intensely flushed out and accurately pin-pointed with data-backing.

1. Insight

Five unique audience personas were created including “Energetic Entertainer” and “Guy’s Guy.” Each persona had multiple cohorts to deeply hone in on the motivations that would drive the client towards conversion.

2. Personalization

To accurately target each persona, different conversion pathways were created specifically per audience type. Hundreds of ad variations were also created and curated to pertain to the aimed target.

3. Ad Operations

With two separate marketing campaigns being conducted at once, separate channel mixes were created to funnel users towards the intended goal. Channels such as Search, Facebook, and Remarketing were included in the mix.

4. Scale

Ad spend was increased towards the later quarters of the campaign with a focus on the Remarketing channels. Conversions (bookings) escalated steadily as ad spend increased, resulting in a declining CPA.

Micro-Targeting Audiences

Backed by a deep data-dive, the Triangles system formulated detailed audience personas that accurately represented their clientele. Using the data collected, cohorts were scientifically created to further connect with potential clients based on interests, activities, and behavioural bias.

Creative Expansion

An extreme integration of campaign branding across all first touchpoint channels enabled the Triangles algorithm to engage with users in both Canada and the U.S. This strategy devised a highly targeted ad set that resulted in a higher percentage of engaged users.

Scheduled Media Spend

Tight control over media spend was upheld by the schedule set by the Triangles methodology. It maintained a strict budget split that accounted for high consideration of data collection throughout the campaign and optimized during key quarters.

Omni-Channel Approach

Multiple channels were considered and selected based on data-backed insights on where BATL’s clientele lived digitally. Cross-pollinating mid-flight results with the intent of scaling successful creatives across channels led to optimal results for BATL.

Looking Ahead

Triangles led the BATL team in formulating their digital marketing strategy, key learnings were defined while capturing data throughout the campaign. Here are some highlights:

Device Conversions

Total conversions were executed with a majority lead on mobile devices versus via desktop. This indicates that BATL’s primary converting consumer processes digital media via mobile at a higher engagement rate.

Channel Mix

With multiple channels being flushed with varying ad sets, the Search channel continued to over-index all other channels. Allocating ad spend towards converting funnels is a key takeaway to maximize BATL’s future budgets.

Audience Learnings

Important outcomes of the campaigns indicated that BATL’s targeting strategy should lean more towards females within a specific age bracket. With a greater engagement and conversion rate, higher returns could result once a more intent focus is placed on these inputs.

Journey Path

Selecting the right channels at the appropriate times was a key strategy that the Triangles methodology implemented that led to surpassing the goals of BATL. Future endeavours should follow a similar journey path to optimize for maximum conversions.

Journey Path

Selecting the appropriate channels at the appropriate times was a key strategy that the Triangles methodology implemented that led to surpassing the goals of BATL. Future endeavours should follow a similar journey path to optimize for maximum conversions.

Looking Ahead

Triangles led the BATL team in formulating their digital marketing strategy, key learnings were defined while capturing data throughout the campaign. Here are some highlights:

Device Conversions

Total conversions were executed with a majority lead on mobile devices versus via desktop. An indication that BATL’s primary converting consumer processes digital media via mobile at a higher engagement rate.

Audience Learnings

Important outcomes of the campaigns indicated that BATL’s targeting strategy should lean more towards females within a specific age bracket. With a higher engagement and conversion rate, higher returns could result once more intent focus is placed on these inputs.

Channel Mix

With multiple channels being flushed with varying ad sets, the Search channel continued to over-index all other channels. Allocating ad spend towards key converting funnels is a key takeaway to maximize BATL’s future budgets.

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