NEW LAUNCH, 1500 DIFFERENT YOUTUBE APPROACHES

To launch the all-new BMW X3, we leveraged YouTube’s VOGON technology in a never-before-done way: by marrying the power of customizable video with the intimate data captured through Search. We created 1,500 versions of unique ads, showing intenders a selling feature that matched their personal search queries. Even Google called it “a world-class execution,” as we drove away with 46% lift in YOY sales for BMW. This campaign earned Gold at the Canadian Marketing Awards and Silver at the Media Innovation Awards.

BLAZING INTO LATE-NIGHT AUDIENCES

Looking to increase Pizza Pizza’s market share when sales were low, we dug deep into audience search data to discover two spikes: one at 5 PM family dinner time as expected, but a second, strong spike in late-night orders... right when the “munchies” hit. This data-driven insight unlocked a new late-night audience and charted the marketing path to pot smokers for Pizza Pizza. We kicked off our intro to this new consumer base with a “dope 4/20” search marketing strategy, driving 30% more store visits than previous promotions and a 70% sales lift – this, to help Pizza Pizza hit their highest sales in two years. This innovative take to uncover new audiences led to seven industry accolades, including Best in Show at the MMA Smartie North America awards.

WESTJET CHRISTMAS MIRACLE GETS SOCIAL

WestJet has been performing Christmas Miracle stunts for five years now. With over 75 million video views worldwide, they’ve amassed a huge following – and set huge expectations as the brand who does Christmas advertising best. But after five years, surprise has given way to anticipation, and WestJet is competing against brands in an increasingly crowded emotional Christmas video space. To keep them ahead of the curve and keep the Christmas magic going strong, we let their followers make the magic themselves by tapping into the power of social media.

HIGHJACKING HIGH GAS PRICES FOR HIGH RETURNS

Gas prices in Canada were on the rise, and so were the number of Canadians searching online for up-to-the-minute fluctuating gas prices. To increase awareness for MINI’s lesser-known fuel efficiency feature, we highjacked high search demand for “gas prices,” then positioned MINI’s fuel efficiency lineup directly within localized gas price ad copy, all in real-time. A smart search strategy like this doesn’t drive away emptyhanded: we increased revenue from $36,000 to $576,000 for an ROI of 40, and took home six industry awards including Gold at the Media Innovation Awards and Search Engine Land Awards.