Multi-Prêts Hypothèques

Case study

MULTI-PRETS MORTGAGES

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Challenge
OBJECTIVES
SOLUTIONS
RESULTS

The challenge

With over 6,000 franchised brokers and nearly $44 billion in mortgage financing, Multi-Prêts Mortgages (MPH) is one of the largest mortgage brokerages in Canada—but managing that kind of success isn’t always easy.

Over the years, MPH’s uninterrupted expansion had led the company to create complex, roundabout solutions for managing its digital marketing. Due to the lack of a centralized strategy, some brokers were managing their marketing entirely independently.

The result? The head office and individual franchisees were creating duplicate strategies, and franchisees were pitted in unwitting competition against each other. Although the scenario was not financially disastrous, it did degrade the company’s image while causing administrative chaos!

A standardized and centralized technological solution was needed more than ever.

OBJECTIVES

To overcome the problem, MPH called on our team to deploy a solution that would optimize its digital marketing efforts. The objectives were to:

  1. Encourage franchisees to participate in a centralized marketing management service

  2. Create a flexible solution capable of supporting the marketing needs of more than 6,000 franchisees

  3. Simplify the entire management process for the parent company

  4. Demonstrate MPH’s commitment to innovation and continuous improvement

SOLUTIONS

Dialekta developed a flexible and centralized solution that allowed Multi-Prêts Mortgages franchisors to combine and share their prior digital marketing efforts. The solution consisted of three parts:

  1. A collaborative dashboard

  2. Centralized and standardized digital campaign management

  3. Franchisee management

Thanks to our efforts, MPH’s franchisees increased their revenues and market shares by collaborating instead of working independently from each other.

results

The numbers speak for themselves—as do the awards!

This project put Dialekta at the forefront of Canadian digital marketing. We won several awards and were recognized by Google in 2018 as one of the six most innovative agencies in the world.

1 285 %

A 1,285% increase in participation. ALL franchisees benefited from personalized and automated web campaigns designed with our agency’s expertise.

385 %

A 385% increase in campaign effectiveness. The centralized platform reduced management hours considerably!

65 %

A 65% reduction in cost per acquisition. By eliminating competition between franchisees, the cost per contact improved significantly.

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VRAK

Case study

VRAK: BRAND REPOSITIONING

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Challenge
Objectives
SOLUTIONS
Results

The challenge

For many years, VRAK, a Bell Media property, was the #1 television channel for children under the age of 14 in Quebec. But over time, this demographic started to lose interest in watching television.

VRAK decided to rebrand, focusing instead on audiences over the age of 13. The TV channel created a new brand image and began offering more programs aimed at millennials.

However, they had a major obstacle to overcome: VRAK’s new audience was notoriously suspicious of advertisers. Millennials trust ad content less than other generations do, and 30% of them use ad blockers. Their media habits also reflect this distrust: they spend most of their time on adless instant messaging apps and prefer free digital content.

So, how do you appeal to millennials while still generating ad income?

OBJECTIVES

To achieve this goal, VRAK called upon our expertise. We immediately developed a series of objectives:

  1. To develop content that entertains millennials while appealing to their interests and emotions

  2. To reach the audience organically by targeting the media on which they spend the most time

  3. And also to increase VRAK’s credibility by creating avenues for millennials to promote its content themselves.

SOLUTIONS

VRAK needed to convince its audience that the channel had grown up (just like them) and was no longer intended for children. We proposed the following tactics to achieve this feat:

  1. Deploy a unique media strategy based on content marketing

  2. Use millennial-friendly language to integrate seamlessly with their daily lives

  3. Develop new ad formats that appear wholly different from typical online advertisements

  4. Partner with five of the biggest millennial influencers in the community to produce videos featuring VRAK stars

  5. Promote the videos on platforms such as Snapchat, Instagram, and Facebook

  6. Sponsor articles on sites frequented by millennials

  7. Create VRAK-themed stickers for native integration on Facebook Messenger, iMessage, and WhatsApp keyboards

  8. Develop content featuring VRAK’s new presenters

Results

The numbers speak for themselves! After two weeks, we had already exceeded our own expectations.

225 000

The number of views for our influencer videos surpassed 225,000.

100 000

Our stickers were used more than 100,000 times.

20 000

The articles were viewed more than 20,000 times, with an average reading time of more than three minutes.

30 000

The VRAK site received more than 30,000 visits, with an average duration of more than two minutes per visit.

20 %

The view through rate was 20% on Facebook.

34 %

The view through rate was 34% on YouTube.

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DIALEKTA

Case study

DIALEKTA: CREATING A UNIQUE STRATEGY TO PROMOTE OUR BRAND

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Challenge
OBJECTIVES
SOLUTIONS
RESULTS

The challenge

When it comes to innovation and programmatic advertising, we’re ranked among the country’s most respected marketing agencies. We got to where we are by refusing to sit on our laurels.

We operate in a continually changing industry dominated by international agencies. As a result, we must occasionally step back to rethink our strategies and determine how to demonstrate our value best.

To this end, our team developed a digital media strategy capable of taking us off the beaten track, increasing our notoriety, and exhibiting our know-how to the various players in the field.

Let’s see how the strategy paid off.

OBJECTIVES

With our brand awareness campaign, we wanted to meet two specific objectives:

  1. To demonstrate our superior abilities in programmatic advertising

  2. To create a unique strategy that would effectively promote our brand!

SOLUTIONS

We set up the most extensive programmatic advertising campaign ever carried out. It consisted of three stages:

  1. The creation of a fun online questionnaire (“Which advertiser are you?”), allowing us to collect concrete data on visitors to our site

  2. The development of an internal Data Management Platform (DMP) to manage and activate the data

  3. The establishment of an automated online platform capable of generating 23 million advertising variations based on user responses

With this strategy, we distinguished ourselves in a highly saturated market. The challenge was daunting—but incredibly rewarding.

RESULTS

The numbers speak for themselves!

4

For this landmark project, our agency won four awards and nominations at the regional, national, and international levels.

15 %

Our quiz engaged more than 15% of the Quebec advertising industry. We were able to gather vital data about the participants while simultaneously developing their awareness of our brand.

100 000

Our platform generated more than 100,000 variations of our messages and banners. Imagine a web banner that addresses you by name and adjusts to your preferences. Consider the possibilities!

14

During the month-long campaign, our click-through rate was 14 times higher than industry standards.

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FATBOY

Case stdy

FATBOY: GENERATING ONLINE SALES

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CHALLENGE
OBJECTIVES
SOLUTIONS
RESULTS

THE CHALLENGE

Since launching more than 20 years ago, Fatboy has become the most iconic beanbag brand in the world. As the Netherlands-based business grew, its founders set their sights on developing an online distribution channel in Canada to strengthen their international presence and generate more sales.

Doing so would be no easy feat. As we all know, online retail is an extremely competitive market. More than 55% of product searches in North America take place on e-commerce sites such as Amazon—and everyone wants a piece of the pie.

In this climate, creating a dedicated website to sell your products simply doesn’t cut it. Moreover, shipping in Canada is expensive, especially for heavier items such as the Fatboy.

Thankfully, these problems had a straightforward solution: Fatboy became an Amazon vendor, handing off their distribution to the e-commerce behemoth.

However, in terms of generating online sales, there was still plenty of work to be done!

OBJECTIVES

To help Fatboy reach its goals, our agency determined two objectives:

  1. Increase online sales through a consistent, optimized advertising strategy

  2. Adapt advertising targeting to various media platforms

SOLUTIONS

To achieve these objectives, our agency determined and implemented a multi-pronged approach. It consisted of:

  1. Creating dynamic product flows

  2. Integrating product flows on Google Shopping and Facebook

  3. Launching a Pinterest advertising campaign

  4. Promoting multiple ad formats on Amazon that primarily targeted consumers in Western Canada

In addition to Google Shopping and Facebook (the classic retail advertising platforms), we launched an ad campaign on Pinterest, the ideal medium for lifestyle/home decor products such as the Fatboy.

To improve Amazon sales, we developed several ad formats and performed numerous targeting tests to identify and reach the right audiences. We also set up a store page and purchased keywords related to interior decor products.

RESULTS

The numbers speak for themselves!

22 %

Fatboy’s overall ROI increased by 22% in six months.

70 %

Fatboy’s ROI on Amazon increased by 70% in three months.

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