The Vancouver Canucks needed to greatly extend their reach at a cost per conversion for potential Season Membership holders, to boost their Full Season Equivalents (FSE).
As a secondary goal and a means to achieving the primary, the Vancouver Canucks needed to unify and economize on their advertising efforts across all channels to boost season memberships, increase brand awareness, and to reach demographics that were previously elusive.
War Room’s strategic digital advertising campaign achieved remarkable outcomes for CGIS:
Clicks
Throughout the entire campaign, we reached a total of 44,700+ clicks, which is almost 3 times what our goal was.
Click-Through Rate
With strategic keyword planning and hands-on management and optimization, our Search Ads got a 2.43% CTR, compared to the industry average of 2%.
Sold Out of Full-Season Tickets
With our omnichannel advertising approach, we were able to sell out completely of Full-Season Equivalent (FSE) tickets for the Vancouver Canucks!
Million Impressions
We exceeded our impressions goal by over 200,000. We achieved 11.7 million impressions in total for the entire campaign!
The Challenge
Setting Up For The Power Play
The biggest challenge for the Canucks was admittedly the most precise: finding their customer online, in unique mobile-moments, and getting them to convert.
How would we be able to unify the Canucks’ advertising channels effectively – left in a disorganized state by previous efforts – to determine the cross-channel experience of the user? How could we then determine exactly how the user behaved at these specific touch-points to ensure they converted?
With the prior third-party methods, another challenge was engaging in high barrier-to-entry, high-minimum services that were less effective results-wise.
Thus, we needed to maximize conversions for the Canucks’ across specific channels by economizing and unifying all of their advertising channels, leading to better brand awareness, better impressions, and better conversions on season membership sales – all with an economical ad spend on a cost per conversion model ensuring every dollar spent led to results.
The Strategy
A Pipeline of Possibilities
War Room executed a multi-pronged, data-driven strategy tailored to CGIS’s unique needs:
Data Reconstruction
Started from scratch as previous channel data was unavailable, employing a broad range of testing methodologies to identify the most effective channels for high conversions at specific customer touchpoints.
Expansive Testing
Conducted rigorous testing across every channel and at every level, which enhanced viewership, clicks, and conversions, significantly boosting ticket sales while maintaining cost efficiency.
Channel Optimization
Through careful cross-examination, identified underperforming channels, enabling strategic reallocation of the budget to high-performing areas and pausing less successful ones to optimize conversion rates.
At War Room, we thrive on leveraging data-backed insights to craft strategic recommendations for our clients. For future campaigns, we advise refining remarketing strategies to specifically target users who engaged with previous ads but did not convert.
By utilizing detailed data insights, we can tailor messages more closely to their interests. Additionally, implementing targeted engagement based on these insights will not only enhance ad effectiveness but also improve conversion rates, ensuring a more efficient and strategic use of the advertising budget. This approach underscores our commitment to delivering precision and performance in every campaign!
Conclusion
Putting Serious Numbers On The Board
With our strategies, we were able to achieve huge wins for the Canucks across all ad channels – specifically within the realms of Programmatic Display and Facebook ads. In fact: we significantly exceeded the amount of Full Season Equivalents (FSE’s) and ticket sales projected for the Canucks for that season, and even went above and beyond the campaign goals for impressions and clicks!
War Room was able to provide and exceed the amount of impressions and clicks they had projected and budgeted for – and we had hit our goal of hitting Full Season Equivalents (FSE’s).
Even I myself just browsing the internet could find ads in ESPN, Kijiji, and that’s when we realized wow…the reach of their display ad platform is impressive, and hit users we could never hit before. It was a big win for us.
James Lu
Digital Analyst, Canucks Sports & Entertainment
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