Background

The Independent Electricity System Operator

A Crown Corporation responsible for operating the electricity market in Ontario, needed an effective way to educate consumers about energy consumption. The idea was to create content about what 1 Kilowatt of energy was and subsequently use paid digital media to push that content in front of Ontarians.

IESO had very limited experience targeting Ontario residences through digital media, therefore the challenge remained in fleshing out targeting theories as well as creating personalized consumer journeys for different Personas. From there the dedicated Triangles team sought to execute a data-driven Engaged Awareness Campaign, optimizing towards specific content consumption KPIs, to achieve the goal of informing the general public of energy conservation.

Solution

A relatively short campaign, the Triangles methodology had a lot to cover in a limited amount of time. With the main goal being exposure, the system dedicated most of its efforts towards Insights.

1. Insight

With Ontario being the focused geography, the system used geo-targeting to core in on specific cohorts that would benefit from the campaign such as: Homeowners, Parents & Family, and Environmental Enthusiasts.

2. Personalization

Triangles’ cross-channel ad experts and designers created engaging animated ads placed in multiple media channels that resulted in millions of impressions and thousands of site visitors.

3. Ad Operations

Once launched, the unequivocal algorithm was prepared to optimize efficiently and effectively to reach the maximum users in Ontario based on geography, target, and channel.

4. Scale

To maximize ROI, the system escalated optimization in Week 4 towards high indexing persona targets and channels to increase Click-Through Rate and budget efficiency.

Deep Audience Personas

Backed by data, three distinctly different and custom Personas were built out to ensure maximum reach and saturation of the target demographic.

Agile Strategies

The campaign revealed that Contextual, Placement as well as Behavioural targeting were all very effective at driving strong user engagement rates at a low CPE.

Multi-Channel Optimization

Each channel was optimized daily to capture high intent traffic. This high intent traffic was then nurtured down the conversion funnel, ultimately driving the best engaged awareness metrics for the campaign.

Ad Scaling

Every ad put into market was goal driven: only successful creative (leading to the best results) was scaled while the rest were taken out of circulation. Higher conversion rates lead to a better return on ad spend.

Looking Ahead

In addition to the successful goals attained by the efforts of the dedicated Triangles’ team, the IESO team gathered key details about their target audiences and personas as well as additional data learnings. Some highlights:

Channel Mix / Journeys

Takeaways about the consumer journey, first touchpoints and driving re-marketing efforts to the desired conversion goal led to success within the campaign.

Digital Awareness

Having limited experience implementing digital media, IESO received strategies and concepts to incorporate into future marketing efforts.

Persona Cohorts

IESO obtained a data stacked library containing detailed information about their personalized audience and persona cohorts to be applied to prospective campaigns.

Looking Ahead

In addition to the successful goals attained by the efforts of the dedicated Triangles’ team, the IESO team gathered key details about their target audiences and personas as well as additional data learnings. Some highlights:

Channel Mix / Journeys

Takeaways about the consumer journey, first touchpoints and driving re-marketing efforts to the desired conversion goal led to success within the campaign.

Digital Awareness

Having limited experience implementing digital media, IESO received strategies and concepts to incorporate into future marketing efforts.

Persona Cohorts

IESO obtained a data stacked library containing detailed information about their personalized audience and persona cohorts to be applied to prospective campaigns.

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