Desjardins’ main goal was to raise awareness among Quebecers about online fraud risks and educate them about good cybersecurity practices.
To achieve this, Dialekta had the task of employing creative and innovative methods to reach diverse audiences.
The idea was to encourage Quebecers to heed Desjardins’ advice by leveraging the credibility of their favorite characters.
Based on relevant insights, Dialekta developed an integrated strategy that combined initiatives in both traditional and digital media to reach business decision-makers in a personalized and repeated manner. Here are the key solutions implemented:
The B2B outdoor advertising campaign for Gsoft was a resounding success and achieved remarkable results:
Over 100 million impressions were made, with a balanced exposure between outdoor advertising and digital media.
The campaign’s related publications garnered over 4 million engagements, affirming the effectiveness of the word-of-mouth strategy.
The campaign video was viewed nearly 1.5 million times, surpassing benchmarks by an impressive 2320%.
The number of applications increased by 974% compared to the previous year, demonstrating the significant impact of the campaign on lead generation.
Through a comprehensive SEO audit, Dialekta gained valuable insights into the existing challenges faced by eSolutions. They discovered that while the websites ranked well for generic queries, they were not appearing when customers searched for specific issues related to Murphy beds. This insight highlighted an opportunity to address customer queries, establish authority in the niche, and outperform competitors.
Dialekta devised a practical and targeted approach to maximize growth for eSolutions. They began by optimizing the technical aspects of the websites, resulting in a significant 160% growth in traffic. Building upon the insight gained, Dialekta developed specific pages to answer top-of-the-funnel customer queries related to Murphy beds, effectively addressing customers’ underlying concerns and surpassing the competition.
The big idea behind the strategy was to provide comprehensive and valuable information to customers, positioning eSolutions as the go-to resource for Murphy bed-related queries. By creating dedicated pages that answered specific questions and concerns, eSolution established trust and credibility, ultimately driving more organic traffic and conversions.
Dialekta’s deployment plan involved conducting a complete SEO audit to identify areas for improvement, providing a list of recommendations based on the audit findings, and developing an implementation plan for the entire year. Technical fixes, such as indexing blog articles, implementing hreflang and canonical tags, and optimizing page speed, were executed. Additionally, landing page optimization for special events and content opportunity recommendations were implemented.
The results of the SEO campaign were outstanding.
+79% Increase in revenue
For the Murphy Bed category.
+165% Overall revenue
Moreover, the overall revenue from SEO skyrocketed by an impressive 165%.
16 ROI
The campaign delivered a remarkable SEO return on investment (ROI) of 16 within a span of just 9 months, exceeding the initial objectives set by eSolutions.
These results clearly demonstrate the effectiveness of the implemented strategies and the successful execution by Dialekta.
An in-depth analysis of sales figures from previous years allowed us to determine that it is not the legal deadline that has the most impact on purchases. Indeed, the first snowstorms and the drop in temperatures are the main triggers for action. Consumers are therefore reactive.
Our strategy was twofold: create the best content for specific searches to achieve excellent quality scores, and correlate budget investments with the weather. Thus, we wanted to invest the majority of the budget when the first cold spells and snowfalls occur. Easier said than done, as these elements vary from city to city, and manually adjusting the distribution every day would have been a monumental task.
We developed a weather-related script to dynamically adjust budgets, bids, and creatives city by city across Quebec. This technology allowed us to optimally invest our budget and achieve dominance at the moments and in the locations that mattered most.
When the forecasted temperature was below 7°C
If a snowstorm was announced
City by city across Quebec
The deployment was carefully planned:
First, the SEO team analyzed search intent using various tools. This study allowed us to create new dedicated and optimized pages to rank for these queries. Our team then deployed log analysis to refine SEO and redirects and maximize the exposure of these pages. Finally, the high-potential content was optimized for position zero.
Meanwhile, the SEA team analyzed sales figures and conducted an analysis to discover correlations. When it became clear that the weather was the decisive factor, the team had to envision and deploy a custom script to adapt creatives and bids in real-time, city by city.
From the beginning of the project, the SEO and SEA teams worked hand in hand. The tire change season is short, and we couldn’t afford any mistakes.
Based on past experience, we identified the most competitive terms and those with the highest potential. Subsequently, we optimized specific landing pages for SEO to increase the quality score and reduce the cost of AdWords clicks.
This SEO/SEA synergy allowed us to guide the SEO team toward the best queries and significantly improve the cost per acquisition in SEA.
+49% of keywords in the top 3
The number of keywords appearing in the top 3 organic search results increased significantly, consolidating Point S’ dominance on search engines.
+21% increase in the average SEO basket
Moreover, the average basket value of traffic generated by SEO increased by over 20% thanks to targeted and optimized high-potential queries.
+41% SEO revenue
Organic traffic revenue increased by over 40% year-over-year, greatly exceeding the set objectives!
+22% conversion rate
By being present during the moments when the need to change tires was strongest, the new strategy implemented increased the conversion rate by 22%.
+42% return on investment
But the conversion rate is not necessarily significant for a business. The average basket value is an important factor, and ultimately, only ROI matters. The optimizations made possible by this new campaign management approach improved the ROI by 42%.
+69% revenue
This year, the budget allocated to AdWords was similar to the previous year, but with the proposed structure and deployed technology, the revenue generated by AdWords campaigns.
Losing everything in just a few clicks… Whether it’s Leo, a teen who is offered an easy $1,000, or Jean-Guy the grandfather who receives a suspicious tax rebate message, every generation is at risk.
Our research showed that each generation has a different relationship with the digital world and online security, meaning that each age group was at risk of falling victim to a set of distinct scams. Moreover, some members were shaken by the events of 2019, as was their perception of the brand’s security ‘expertise’.
We needed, therefore, to encourage a change in behaviour amongst a good number of 14-60 year-olds but without sounding too moralistic, as Desjardins was not in a position to use its authority on security at this point. We discovered that social norms are highly influenced by popular culture. Programmes like Watatatow or La Petite Vie have a concrete impact on our culture and have even forged entire generations.
Surpassing estimated ratings in its first series and reaching all our target audiences, Entre Deux Draps had the potential we were seeking. The programme followed the everyday lives of four funny, modern couples. We developed mini-episodes bringing six of the show’s characters into the spotlight. Each of the three couples represented a particular generation, and their stories illustrated realistic situations relevant to their age-group. Our adverts resembled exclusive clips of the show. We were able to reproduce the show’s aesthetic as the mini-episodes were produced by KOTV in the same style and the characters were played by the real Entre Deux Draps actors. Entering this environment allowed us to address security more directly with the public, via characters with which they identified.
Integrating our campaign, although sensitive to the events of the past, into the Noovo channel and Entre Deux Draps world of entertainment was a risk. Identifying the show which had the potential to have a positive and enriching influence on Quebec culture, whilst making sure we’d reach 14-60 year-olds meant we needed to keep a lookout for all the programs which were due to come out in the autumn of 2021. We needed to ensure we allocated the necessary amount of time for conception and production of the mini-episodes before the new academic year programming schedules began airing. Negotiations with KOTV also helped us reduce the production fees by 30% by managing to convince the clients to release additional budget to enable us to go forward with the initiative. In terms of activation, we challenged Bell Media to broadcast the mini-episodes across all platforms, something which required a lot of management to achieve. With the sponsorship we were able to ensure we obtained exclusive funding. In manually excluding categories across all platforms, the programming team at Bell Media was faced with a number of challenges.
To complement the broadcasting of the mini-episodes on the Bell Media network and YouTube, retargeting banner ads invited viewers to take advantage of Desjardin’s prevention tools.
Noovo is a channel which focuses on bringing real-life issues into the spotlight, and which has a good relationship with its audience. We can see this from their reality TV shows such as L’amour Est Dans Le Pré, and also with entertainment shows like Contre Ofrre, Arnaud Soly ou Entre Deux Draps. Stepping into this quintessentially Quebecois environment allowed us to approach the subject of security with the public in a closer manner. By immersing ourselves in the show’s world we were able to take full advantage of this intimacy with the public as the mini-episodes benefited, amongst other things, from the same colloquial language and codes of communication. The integration of our message at the heart of these cultural codes allowed us to raise awareness throughout Quebec around safety and security without coming across as moralistic. Using an entertainment program allowed us to benefit from the positive emotions their viewers associate with it. This really helped the campaign- we were able to take advantage of being shown in such a good light, and mitigate the negative associations being made between cybersecurity and the past events involving Desjardins. We expressed our creativity by using cultural codes in order to approach the subject with an air of empathy rather than guilt. This kind of association, integration, and partnered video production was a first for Desjardins. For most of the collaborators it was their first project of this scale, meaning we profited from fresh open-mindedness and willingness to understand. All in all, each team came together with others to collaborate and maximise their chances of achieving their communication objectives, and seeing real results.
Our big idea was embedded in an ecosystem of local and diversified media which allowed us to deliver our messages via the cultural influence of those networks. The integrity of La Presse and the engaging format of the Xtras section allowed us to reach the 30-60 year-olds. A group of influencers targeted the younger generation, helping to create new social norms by addressing the subject, usually taboo amongst younger people. Lastly, in order to generate frequency and to embed the message into the daily lives of our target adults, radio ads were broadcast across the Ohdio, QUB and iHeart stations.
In 2019, 76% of the population in Quebec said they were ready to do their bit for the climate. One year later, in the context of the pandemic, behaviours have changed very little, bar the increase in shopping locally and the fall in car and plane travel. It became evident that there was a need for education amongst Quebec residents who understood still very little around how certain behaviours can contribute to greenhouse gas emissions.
One common thread unites us all however, it is difficult to change one’s opinion. We tend to reinforce our points of view by taking into consideration only the information which confirms our beliefs; and by ignoring any which discredits or contradicts them. We needed to put our trust in the woke generation, those ready to upset our routines and to redefine social norms: Gen Z.
We wanted to give the impression of a social pressure being circulated to encourage us all to question our daily habits. We interacted with young people on TikTok and encouraged them to share what they are doing themselves to help the planet. Afterwards, these videos were rebroadcast by credible news outlets to help address the subject amongst older adults. By positioning young people as our message ambassadors, we were able to show that they had already understood the impact of their individual choices on the planet.
We took advantage of a trend on TikTok which, at the point of our campaign design, had reached three times the number of users it had at the beginning of the pandemic. Ten comedy sketches presenting ideas chosen by the organisation were created, and users were invited to share their choices via the Stitch function which enables collaboration between users by allowing integration of scenes from original videos, into new ones. These clips were then shared on news sites. A variety of made-to-measure content was created with a number of different partners in order to ensure an understanding of the challenges faced, from various different angles. To further inform the target audience, a custom microsite containing additional information was developed and shared- on social media via display advertising, and also via SEM. A competition was also launched, in partnership with Quantum eBikes, to encourage engagement and newsletter sign-ups.
Continuing with our research, we saw that Quebec residents who were ready to make changes to their lifestyles for the benefit of the environment, were harder to come by outside of large urban areas and where the average household income was under $60,000. These were the criteria which allowed us to build a strategy which would maximise media efforts in targeting less aware audiences, and therefore make a real difference.
Since October 2021, Google and Facebook have tightened their policies in order to help fight against the dissemination of fake news regarding the climate. The algorithms automatically categorised our messages as ‘political’ which meant they were either blocked or that publication was limited. Particular care was therefore needed, along with a variety of optimisations, in order to manage the success of our uploads.
Addressing these serious topics in an amusing yet vital and accessible manner by collaborating with content creators, was at the heart of the campaign’s creativity. The Stitch function and the use of the same intro across all videos allowed us to portray uniformity and visual recognition between all creators, as well as to increase the chances of creating a trend, more easily than if we had simply published ten different clips. By inserting our message into the daily lives of young people, we encouraged them to play the role of ambassadors to their peers. We also shared the same content to news outlets in order to display to adults how the truth often comes from the mouths of babes.
The real innovation behind the campaign was the choice to target the younger generation with our messages. TikTok, with its expertise in short, ‘snackable’ content and multitasking, was the perfect platform to use in order to reach them effectively. This generation is also big on personal expression via social media, and this is illustrated by their contribution towards all manner of causes. By adding their interest in creating a better world to the mix, we then had all the ingredients we needed to launch the ideal campaign strategy. When it came to collaboration, we chose to work with popular TikTok personalities and content creators, Andréanne Fortin, Citron_Rosee et Douaa. Their followings meant we could reach a larger audience, and the use of video allowed us to play to viewers’ emotions, and increase the memorability of our messages.
Losing everything in just a few clicks… Whether it’s Leo, a teen who is offered an easy $1,000, or Jean-Guy the grandfather who receives a suspicious tax rebate message, every generation is at risk.
Our research showed that each generation has a different relationship with the digital world and online security, meaning that each age group was at risk of falling victim to a set of distinct scams. Moreover, some members were shaken by the events of 2019, as was their perception of the brand’s security ‘expertise’.
We needed, therefore, to encourage a change in behaviour amongst a good number of 14-60 year-olds but without sounding too moralistic, as Desjardins was not in a position to use its authority on security at this point. We discovered that social norms are highly influenced by popular culture. Programmes like Watatatow or La Petite Vie have a concrete impact on our culture and have even forged entire generations.
Surpassing estimated ratings in its first series and reaching all our target audiences, Entre Deux Draps had the potential we were seeking. The programme followed the everyday lives of four funny, modern couples. We developed mini-episodes bringing six of the show’s characters into the spotlight. Each of the three couples represented a particular generation, and their stories illustrated realistic situations relevant to their age-group. Our adverts resembled exclusive clips of the show. We were able to reproduce the show’s aesthetic as the mini-episodes were produced by KOTV in the same style and the characters were played by the real Entre Deux Draps actors. Entering this environment allowed us to address security more directly with the public, via characters with which they identified.
Borrowing the identity of a show and broadcasting our messages whilst retraining those of the original programme required some special negotiation. The evaluation of the media and production value required close collaboration in order to obtain the expertise of the right people. Negotiations with KOTV resulted in us being able to benefit from their resources and link their show identity to our messages and the Desjardins brand. They also helped us reduce the production fees by 30% by managing to convince the clients to release additional budget to enable us to go forward with the initiative. In terms of activation, we challenged Bell Media to broadcast the mini-episodes across all platforms, something which required a lot of management to achieve. With the sponsorship we were able to ensure we obtained exclusive funding. In manually excluding categories across all platforms, the programming team at Bell Media was faced with a number of challenges.
To complement the broadcasting of the mini-episodes on the Bell Media network and YouTube, retargeting banner ads invited viewers to take advantage of Desjardin’s prevention tools. Wherever you heard about Entre Deux Draps, you also heard about Desjardins whether it was banners, logos or other placements, and we synchronised the television sponsorship with that of the catch-up services. For the first time, Bell Media programmed the banners for the broadcast page in order for them to be front and centre, and the online catch-up environment was redesigned to incorporate Desjardins colour palette for the duration of the campaign. In a way we even sponsored the content! As well as being linked to the visual and cultural identity of Entre Deux Draps, our publicity was shown first during the commercial breaks across all networks. This allowed us to give the impression that the mini-episodes were bonus sketches presented by Desjardins. The initiative aimed to generate surprise, capture attention and garner brand love, by giving viewers extra content from the show they enjoy.
Our big idea was embedded in an ecosystem of local and diversified media which allowed us to deliver our messages via the cultural influence of those networks. The integrity of La Presse and the engaging format of the Xtras section allowed us to reach the 30-60 year-olds. A group of influencers targeted the younger generation, helping to create new social norms by addressing the subject, usually taboo amongst younger people. Lastly, in order to generate frequency and to embed the message into the daily lives of our target adults, radio ads were broadcast across the Ohdio, QUB and iHeart stations.
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