#MyRexallPharmacist

Background

Rexall has been serving the population of Canada since 1904 and has become one of the most trusted pharmacy brands in the country.

With over 400+ locations, their commitment to bettering the communities and health of Canadian families has been unwavering as they continue to provide increased access to convenient, quality healthcare and products that Canadians can feel good about.

The pharmaceutical company wanted to increase brand awareness and loyalty through the initiatives of the campaign, therefore the Triangles system needed to carve out specific audience theories and cohorts about the target market. To engage with the consumer, Triangles faced the challenge of reaching the designated target audiences geographically based off their proximity to one of Rexall's 400+ retail locations. Geo-fencing was implemented and leveraged to solve this equation.

Data-Driven Contest Entries

Using the Triangles methodology, Rexall leveraged a highly targeted social media contest to increase brand awareness with engaged users at high efficiency.

Solution

MICRO-TARGETING AUDIENCES

Using data, target audiences are each served ad variants that are most relevant to them, creating engaged awareness and generating a high volume of contest entries.

WEEKLY OPTIMIZATION

Conducted weekly media, channel, & creative optimization across all audience types to reach campaign KPIs.

AGILE MEDIA PLAN & CONSUMER JOURNEY

Tracking and measuring the consumer journey across different channels created valuable and actionable insights to show which targeting theories drove the strongest engagement and which creative drove the most entries (and lowest CPA).

AD SCALING

Consumer pathways, creative, and channels were optimized weekly to ensure ad spend was effective and being used to drive highest engagement and submissions.

WHAT WE DOWORKCAREERSCONTACTBLOG
WHAT WE DOWORKCAREERSCONTACTINSIGHT

AD VARIANTS

150+

HIGH PERFORMING COHORTS

8

25%

CONVERSION RATE

OF INTEREST BASED ATTRIBUTES

1000's

TOTAL ENTRIES

3,200+

HIGH PERFORMING AUDIENCE PERSONAS

4

WEBSITE VISITS

6,600+

HIGHLY PROFITABLE CHANNELS

2

1. INSIGHT

Focused on 5 main audience types, the Triangles system drove contest entries through brand engaged users primarily. Filtering down to the remaining cohorts, the system was able to engage the remaining target audiences, including "Fastidious Mom" and "Meds Dependent" through the selected channels.

2. CREATE

The dedicated Triangles Team created 3 unique landing pages, 3 creative themes, and hundreds of ad variants placed throughout 4 different media channels.

3. EXECUTE

By week 2, all Facebook Ads were optimized to include the details and prize of the contest. Facebook geo-targeting was tightened around specific areas that showed a high interest and conversion rate.  

4. SCALE

By week 4, ad spend was increased to push for maximum amount of contest entries prior to completion of the campaign. This minimized budget waste and lowered CPA in the process.

Looking Ahead

ORGANIC GROWTH

Through the efforts implemented by the Triangles' system, organic growth via social following continued specifically in the Facebook and Search channels. Certain keywords proved to be the highest converting, which the Rexall team kept top-of-mind.

BRAND AWARENESS

With the main goal being increased brand awareness, the Triangles'  system emphasized the importance of keeping all ad variants and landing pages on brand. The strategies and elements implemented remained consistent throughout the campaign and was followed through with future activities.

PERSONA TARGETING

Through a deep data dive, Triangles discovered that Rexall should aim for wide targeting parameters in regards to gender and geography. This is useful information that the Rexall team can take forth in future campaigns.

SEARCH CAMPAIGNS

The search channel proved to be a highly effective medium for this specific campaign with females within a certain age range completing the most submissions. The results from all the channels was available for the Rexall team to take forth with them.

Focused on increasing brand awareness through initiating a social media contest, Triangles planned and executed a data-driven strategy to drive contest submissions for the #myRexallPharmacist campaign. 

Following the success of the #myRexallPharmacist contest, the Rexall team was able to implement key takeaways and proceed with strategies created by the Triangles system that allowed for progressive growth and increased numbers in future endeavors. Some highlights: 

SEE ROI BREAKTHROUGHS IN OTHER INDUSTRIES