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Case Study · Global consumer brand · Canada
Brand awareness or immediate sales? Growing orders by refusing to choose
A global consumer brand needed to gain ground in a competitive Canadian market. It needed more people to know the brand and see how the product performs, while still driving sales now.
What we were up against
Most brands split awareness and performance into separate budgets with separate goals, and one usually wins. This brand needed both: stronger awareness in Canada and advertising that showed customers what the product could do, without giving up ground on orders.
Brand awareness that doesn't sell is expensive. Sales without brand awareness don't last.
How we did both
Paired brand with performance
We combined brand awareness campaigns with advertising built for immediate sales, so both worked toward the same result.
Stayed in front of ready buyers
We ran always-on search, shopping and dynamic product ads to reach shoppers at the moment they were ready to buy.
Made decisions in real time
We built a real-time reporting dashboard to guide media optimization, so budget moved to what was working as it happened.
Results
year-over-year orders
return on ad spend
Channels
- YouTube
- Meta
- CTV
- TikTok
Why it worked
Awareness campaigns built demand. Always-on search and shopping captured it. The dashboard kept spend moving toward whatever was performing best that week. Each piece made the others more effective.
The choice between brand and performance is usually a false one.
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