MICRO-TARGETING AUDIENCES

Data-backed 'Millennial' Personas were created alongside personalized consumer journeys to maximize the probability of conversion activity . To fine-tune the process, several cohorts were created and optimized mid-flight based on which theories were driving early signs of success.

AGILE MEDIA PLAN

Paid media campaigns via Search, Facebook, Instagram, Pinterest & Remarketing contained variant focused consumer journeys to baseline where the most engaged and highest value consumers were found.

INTELLIGENT
GEO-TARGETING

Smart geo-fencing drove new audiences from highest value zip codes throughout Canada . Poorly performing regions were scaled down in a weekly review to drive maximum value from digital ad-spend.

MULTI-CHANNEL OPTIMIZATION

The Triangles.ai methodology of machine + human optimization, was leveraged daily, resulting in ad re-allocation to only high-ROI pathways from each channel. Only the top performing creative touchpoints were scaled leading to minimal budget waste.

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ONE OF A KIND

Data-Driven Consumer Ticket Sales

Background

One Of A Kind: One of the largest and best-attended craft shows in North America. 

Since 1975, over 800 local and international artists, craftspeople, designers and makers take part in the One Of A Kind Winter and/or Spring Show. Having over 40 years of successful experience within the industry, the Show was looking to expand their reach to new customer groups. 

The team at Triangles implemented interest and behavioural targeting as one strategy to accomplish this. Additionally, Triangles developed personalized consumer journeys to drive potential first time patrons through the conversion funnel in a relevant, cost-efficient manner.

2 min

TIME ON SITE INCREASE

PAID MEDIA AND ORGANIC CHANNELS

10

SUCCESSFUL TARGETING THEORIES

25+

PERSONALIZED ADS
(VARIANTS)

612

Solution

REDUCTION IN CPM

85%

IN REVENUE

MILLIONS

ROAS

400%+

1. INSIGHT

6 unique audience personas were developed including: Empowered Women, Social Eventer, and Instagrammer. These personas represent groups that the One Of A Kind Show had not yet advertised to in their 40 years.

2. CREATIVE

Audiences were targeted through various channels with hundreds of ad variants purposefully created. Channels included Facebook, Instagram, Search, Pinterest, and Remarketing.

3. EXECUTE

Post Smoke Test (data collection), the Triangles team was prepped and ready to optimize toward the conversion of ticket sales through data-backed insights. 

4. SCALE

Mid-Flight reporting gathered critical information regarding cohort ranking, channel learnings, persona behaviours and conversion measurement. This was used to make unbiased decisions to optimize channels towards conversions. 

Looking Ahead

FOCUSED OPTIMIZATION

The method of centralizing focus on key practices such as Keyword & Attribute Analysis, Cross-Channel Creative Analysis, and Ad Placement Analysis propels campaigns to deliver results at a higher success rate. 

CONVERSION TRACKING

The Triangles system tracks conversions multiple times daily through pixel tracking and optimizes as patterns change to minimize budget waste. 

AUDIENCE PERSONALIZATION

Multiple persona specific funnels were executed to identify what best impacted conversion performance. Several messaging strategies at the ad unit level were tested to measure each audience's interest elicted a high engagement rate before their descent into the conversion funnel.

DATA DIVE

For bi-annual & annual events, the One Of A Kind Show has been able to grow attendance and revenue with slight iteration to audiences, channels, and creative based on successes carried forward from previous campaigns.

SEE ROI BREAKTHROUGHS IN OTHER INDUSTRIES

The One Of A Kind Show aimed to use Personas to validate which would prove most successful in driving eCommerce ticket sale transactions. The Triangles team was tasked to delivered new Millennial based audiences with a set of micro-targeting theories, informed by discovery sessions to achieve baseline for an untapped demographic. 

CONVERSION RATE

4%

To target new consumer groups, focus was put on Insights portion of the Triangles methodology. Highly nuanced cohorts were created to ensure conversions (ticket sales) were generated from a defined set of Millennial audiences.

The success of the One Of A Kind Show campaign is attributed to the strategies devised and implemented by the dedicated Triangles team. These strategies and the data collected can be applied to future marketing efforts. Some highlights: