increase in ROAS
decrease in cost of acquisition
Executive Summary
Introduction
Proaction Cops & Kids, the well known NGO that brings cops and kids together in skill-building and mentoring programs, has secured the exclusive rights for Monopoly: Toronto Edition, in a way to raise funds and support 11 vital charities, including the SickKids Foundation and United Way. With a modest marketing budget of $5,000 – $9,999 per month and a lean team, the challenge was formidable. Yet, the goal was clear – to carve out a substantial presence in a niche market, raising awareness around the collectible value of this special Monopoly edition, but at the same time highlight the charitable nature of every order placed for this beloved board game.
Digital Strategy
Methodology
Shopify Storefront Reconstruction
USPs & Audience Segmentation
Conversion Rate Optimization (CRO) and UX Improvements
Performance Marketing
Creative Strategy & Production
Digital Marketing Channels
Google PMAX, Search, DemandGen
Meta Ads
Email Marketing
Taboola Ads
Optimization & Performance
Real-time Optimization
Throughout the campaign period, we continuously monitored performance metrics, allowing us to make real-time adjustments to our strategies. This dynamic approach ensured that we remained competitive and maximized ROI.
Iterations
We have carefully planned and executed on a number of iterations with both creative assets and targeting audiences, aiming to demystify how different buyer personas resonate with a unique product like Monopoly: Toronto Edition. Leveraging the different product's angles (very well-established brand name, board game aficionados, collective value, charitable cause and more) allowed us to explore numerous routes with multi-variant A/B testing, and discover unexpected insights.
Creative Strategy
We developed a range of creative assets that were not only visually appealing but also aligned with the values of charity and community contribution, which are at the core of Proaction Cops & Kids organisation. This rapid creative development process ensured that our messaging was fresh, relevant, and engaging. Learn more about our approach on creative strategy at our Creative Strategy Checklists.
Ad-hoc Campaigns
Strategically timed campaigns during the Christmas holiday season, leveraging high consumer spending periods and positioning Monopoly: Toronto Edition as the perfect gift for family, friends and business. These campaigns were meticulously planned to coincide with periods of heightened consumer spending, providing an unparalleled opportunity to augment both visibility and sales.
Fast Turnaround Time and Rapid Creative Development
The essence of our success with ad-hoc campaigns lay in our agility - fast turnaround times and the ability to rapidly develop creatives that resonated with our target audience. Our campaign structure for Monopoly Toronto was meticulously crafted, allowing us to deploy our marketing assets quickly and efficiently. This agility was crucial, especially during these high-stakes periods when consumer attention is fragmented and competition is fierce.
Results
The culmination of these efforts resulted in a monumental surge in performance metrics:
Return On Ad Spend (ROAS): Increased by 220% a testament to the performance optimisations and the effectiveness of the CRO and UX enhancements.
Cost of Acquisition: decreased by 68% driven by strategic ad placements and paid search optimizations.
Performance Metrics: Notable monthly improvements in ROAS (Return on Ad Spend) and CPA (Cost per Acquisition), highlighting the efficiency of the marketing spend.
ROAS Boosted
by 220% in just 2 months
Conclusion
Monopoly: Toronto Edition’s case is a compelling narrative of how strategic digital marketing, coupled with a deep understanding of the ecommerce consumer behavior, can yield remarkable results even within the constraints of a limited budget and workforce. This journey towards a ROI-positive retail initiative within less than three months underscores the power of targeted performance marketing. It stands as a testament to our expertise in navigating and capitalizing on digital platforms to achieve exponential growth. Through innovative strategies, data-driven decisions, and creative marketing, we have not only met our goals but have set new benchmarks for success in the retail sector.
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