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A single, video ad exposure of a persuasive ad was verified to be enough to drive a statistically measurable impact in sales. I was awarded an "Innovation Award" by Frito-Lay for this work which was then incorporated into PepsiCo media planning models
PepsiCo's Frito Lay division was seeking to better understand the importance of Reach vs. Frequency in driving consumer purchase behavior so as to adjust and optimize media plans.
PepsiCo was my client at the firm Knowledge Networks (KN). KN had a unique set of assets that were at my disposal to help answer these key media planning questions including: (a) database of active frequent shopper data collected via loyalty cards with associated consumer emails and (b) a national panel of consumers who were web-enabled with Microsoft Web TV systems. I designed a system whereby we created and delivered a single, "incidental exposure" to Dorito's advertising and then measured the resulting sales impact among a matched sample of test/control buying groups. Key was that the ad which was used was known to be persuasive based on prior testing.
A single, video ad exposure of a persuasive ad was verified to be enough to drive a statistically measurable impact in sales. I was awarded an "Innovation Award" by Frito-Lay for this work which was then incorporated into PepsiCo media planning models
Branding,Marketing Strategy,Branding,CRO
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The Canadian tax industry is very competitive. TurboTax and H&R Block are the giants in the space. SimpleTax came along with any innovatively easy product and fun product that challenged the status quo. The brought fun to a stale space. My job was to efficiently bring in new customers to simpletax.ca through primarily paid search, and assisted with paid social activities. It was very important the message was 'on brand' which had a more 'fun' approach than the competitors. We also had tight CPA requirements as the payment model was a 'pay what you want' or donation model.
With the pandemic striking, Bloc Shop, one of Quebec's main climbing spots, had to diversify. Their in-person boutique had a lot of choices, as their climbing shoes offering is one of the best in Canada. However, their online store was not generating a lot of conversions.
They came to us for Google, Facebook and Instagram Ads.
In the heart of Munster, Ottawa, Saunders Farm stands as a 100-acre agri-tourism haven that hosts an array of community events, including festivals, weddings, Farm Camp, Haunting Season, winter festivities, and boasts the largest collection of hedge mazes in North America. As the Marketing Coordinator at Saunders Farm, the challenges of boosting engagement and optimizing their email marketing strategy loomed large. This case study delves into the farm's journey to harness their marketing potential with the assistance of Mayple.
In the world of travel, YOLLO Group Services, Inc. stands as a leading travel agency, specializing in all-inclusive packages for events such as Essence Festival, Urban Fiesta, and NBA All-Star. These packages not only provide access to the hottest events but also offer excursions, party passes, drink specials, and an abundance of fun. As a Manager at YOLLO Group Services, the challenges of email marketing were a roadblock to unlocking their marketing potential. This case study delves into YOLLO Group Services' partnership with Mayple and the transformation that ensued.
Gradelink offers schools a comprehensive and user-friendly software solution, streamlining administrative tasks, improving enrollment processes, and supporting the mission of educational institutions. Despite their innovative software, Gradelink faced challenges in effectively communicating their offerings through email marketing.
Omnium Circus, a nonprofit circus celebrating inclusivity and diversity, faced a rapid decline in open rates. The Founder/Executive Director sought responsiveness and platform knowledge.
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