BIOSTEEL

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.

Data-Driven E-Commerce

Using Triangles, BioSteel leveraged a highly targeted paid digital program to drive engaged consumers towards eCommerce sales at high efficiency.

Solution

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.

AGILE MEDIA PLAN & CONSUMER JOURNEY

Paid media campaigns via Search, Display, 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.

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.

WHAT WE DOWORKCAREERSCONTACTBLOG
WHAT WE DOWORKCAREERSCONTACTINSIGHT

OF INTEREST-BASED ATTRIBUTES

1,000s

DIFFERENT AD VARIANTS

3000+

6

UNIQUE AUDIENCE PERSONAS

PAID AND ORGANIC MEDIA CHANNELS

10

CONVERSION RATE

3%

HIGH PERFORMING COHORTS

15

ORDERS

1,000+

GROWTH IN RETURN ON AD SPEND

200+%

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. CREATE

The 14-week campaign traveled through 6 different media channels with over 2000 ad variations to appeal directly to the cohorts identified.

3. EXECUTE

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.

Looking Ahead 

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.

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.

REMARKETING CAMPAIGNS

Social marketing channels proved to be more effective than Display, with Facebook Remarketing generating the highest click-ROI than all remarketing channels.

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.

SEE ROI BREAKTHROUGHS IN OTHER INDUSTRIES