MICRO-TARGETING AUDIENCES

Data-backed 'Millennial' Personas were created alongside personalized consumer journeys to maximize awareness. To fine-tune the process, several cohorts were created.

AGILE MEDIA PLAN

Paid media campaigns via Search, Facebook, Instagram and Display & Remarketing, helped drive variant 'Crafty Crafter, Core Targets & Social Eventer' 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 away in a bi-weekly review to drive maximum value from digital ad-spend.

MULTI-CHANNEL OPTIMIZATION

The Triangles.ai methodology of machine + human optimization, was leveraged daily, towards registered Sales Leads 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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WHAT WE DOWORKCAREERSCONTACTINSIGHT

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. 

The One of a Kind Show has been around since 1975 and is widely regarded as the largest consumer craft shows in North America with over 800 local and international artists, craftspeople, designers and makers taking part.

Having over 40 years of successful experience within the industry, OOAK was looking to expand their reach to include new customer groups. The team at Triangles implemented ‘interest’ and ‘behaviour’ targeting as one strategy to accomplish this. Additionally, we introduced personalized consumer journeys to help drive potential patrons through the conversion funnel to achieve the new CPA benchmarks that were set.

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 created including: Core Target, Empowered Women, Social Eventer, and Instagrammer. These targets represent groups that OOAK had not yet targeted in their 40 years.

2. CREATIVE

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

3. EXECUTE

Post Smoke Test (data collection), the Triangles' methodology was prepped and ready to optimize toward the conversion of ticket sales.

4. SCALE

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

Looking Ahead

FOCUS 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

A key component of the OOAK campaign was personalizing individual ad sets per cohort. This permitted a high engagement rate which allowed for smooth funneling down the channel towards conversion (ticket sales).

DATA DIVE

An important first step within the Triangles' methodology in which OOAK has been able to obtain for future marketing efforts, is the Triangles' strategy of data collecting, otherwise known as the Smoke Test.

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' system delivered targeting theories with Micro-Targeting Audiences informed by discovery sessions to achieve the set goals.

CONVERSION RATE

4%

To target new consumer groups for OOAK, focus was put on Insights specifically throughout the Triangles' methodology. Highly personalized cohorts were created and targeted to ensure a high contingent of conversion (ticket sale).

The success of the OOAK campaign is attributed to the strategies devised and implemented by the dedicated Triangles' team. These strategies and the data collected can be invoked into future marketing efforts by OOAK. Some highlights: