September 20, 2022

DESJARDINS – SECURITY (Local Media)

DESJARDINS – SECURITY

Best use of local information media and entertainment

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PROBLEM
OBJECTIVES
SOLUTIONS
RESULTS

PROBLEM

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.

OBJECTIVES

Through their security campaign Desjardins wanted to:

  1. Showcase their caring side to Quebec residents

  2. Encourage Quebec residents to take ownership of their own safety

SOLUTIONS

Insight

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’.

Strategy

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.

Big Idea

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.

Challenges

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.

Execution

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.

Methodology and Synergy

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.

RESULTS

The principal objective for Desjardins was to be able to approach the subject of security for the first time since 2019. The aim was to rebuild a relationship of trust and to reinstill in Desjardins, an institutional authority which has the safety of its members at heart. This objective was achieved in that no negative feedback was reported by customer service. Equally, comments on influencer content demonstrated an audience largely receptive to the campaign message. Desjardins also wanted to do a good deed in terms of raising awareness throughout Quebec, not just amongst their members. The overall campaign generated enough impressions to reach the 8.5 million Quebec residents three times over. The initiative with Entre Deux Draps generated more than 5.5 million complete views and an average digital frequency of 2.5. That is to say that our aim of reaching Quebec residents with 3 messages each, was largely achieved. The campaign engaged with all generations via formats tailored to their digital consumption habits. We saw 230,000 influencer video views, 450,000 interactions with the La Presse Xtras section, more than 2 million Facebook and Instagram story views, and 5 million plays of our digital audio messages. More than 150,000 Quebec residents searched for further information online during the campaign. More than 60,000 site visits were directly attributed to the campaign, illustrating that it succeeded in encouraging people to further inform and equip themselves against cyber scams. The average bounce rate of 16.20% demonstrates the level of interest that our messaging generated. The objective of raising awareness was achieved. Desjardins saw an increase in cyber security behaviour amongst its members during the initiative, a large proportion of which were phishing reports.

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September 20, 2022

VIVRE EN VILLE

VIVRE EN VILLE

Best campaign for non-profit or humanitarian charity/ interest group

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PROBLEM
OBJECTIVES
SOLUTIONS
RESULTS

PROBLEM

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.

OBJECTIVES

Carbon footprint is calculated according to greenhouse gas emissions and it is only by reviewing our daily habits or by making big-impact choices, that we can make a difference. It was, with the financial contribution of the Quebec government which is committed to reducing its carbon footprint, that the campaign Reduce Our Footprint was born. Our research very quickly demonstrated that, despite what we might think, there is a minimal correlation between age and points of view and attitudes towards the environment. The challenge, therefore, was rather the size of the project; how could we raise awareness amongst such a vast audience, with such a variety of lived experiences and behaviours?

SOLUTIONS

Insight

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.

Strategy and The Big Idea

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.

Execution

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.

Synergy

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.

Challenges

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.

Creativity

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.

Innovation

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.

RESULTS

The media performance of the campaign was a success and surpassed expectations in terms of site engagement, showing that we were indeed able to increase awareness across Quebec. Thanks to the campaign, we were able to reach over half of the total population of Quebec and rack up almost 84% more video views than initially estimated. We also received more than 12,000 likes on TikTok. During the campaign, lasting almost 8 weeks, close to 50,000 sessions were recorded on the microsite, of which 70% were of direct provenance of the campaign. The aim of raising awareness primarily in the target cities, rather than elsewhere in Quebec was achieved- the average click-rate in these towns was almost 50% higher than in Montreal. The interest in seeking further information was higher outside of the Montreal region, demonstrating that our regional targeting had succeeded. In terms of SEM, we surpassed the estimated number of clicks by 6% and the click-rate was more than twice as high as benchmarks, demonstrating the effectiveness of the synergy between advertisements and key-words. The competition was successful, receiving nearly 15,000 sign-ups and creating an impressive level of engagement with close to 1,000 comments, over 2,000 reactions, and more than 600 shares. An increase of 450 Facebook followers was also achieved, 4.5 times higher than the average normal monthly amount, as well as more than 7,500 new sign-ups to our newsletter Vivre En Ville.

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September 20, 2022

DESJARDINS – SECURITY (Sponsorship)

DESJARDINS – SECURITY

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PROBLEM
OBJECTIVES
SOLUTIONS
RESULTS

PROBLEM

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.

OBJECTIVES

Through their security campaign Desjardins wanted to:

  1. Showcase their caring side to Quebec residents

  2. Encourage Quebec residents to take ownership of their own safety

SOLUTIONS

Insight

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’.

Strategy

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.

Big Idea

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.

Challenges

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.

Execution

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.

Methodology and Synergy

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.

RESULTS

The principal objective for Desjardins was to be able to approach the subject of security for the first time since 2019. The aim was to rebuild a relationship of trust and to reinstill in Desjardins, an institutional authority which has the safety of its members at heart. This objective was achieved in that no negative feedback was reported by customer service. Equally, comments on influencer content demonstrated an audience largely receptive to the campaign message. Desjardins also wanted to do a good deed in terms of raising awareness throughout Quebec, not just amongst their members. The overall campaign generated enough impressions to reach the 8.5 million Quebec residents three times over. The initiative with Entre Deux Draps generated more than 5.5 million complete views and an average digital frequency of 2.5. That is to say that our aim of reaching Quebec residents with 3 messages each, was largely achieved. The campaign engaged with all generations via formats tailored to their digital consumption habits. We saw 230,000 influencer video views, 450,000 interactions with the La Presse Xtras section, more than 2 million Facebook and Instagram story views, and 5 million plays of our digital audio messages.  More than 150,000 Quebec residents searched for further information online during the campaign. More than 60,000 site visits were directly attributed to the campaign, illustrating that it succeeded in encouraging people to further inform and equip themselves against cyber scams. The average bounce rate of 16.20% demonstrates the level of interest that our messaging generated. The objective of raising awareness was achieved. Desjardins saw an increase in cyber security behaviour amongst its members during the initiative, a large proportion of which were phishing reports.

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September 20, 2022

DESJARDINS – OUR ECO HOME

DESJARDINS – OUR ECO HOME

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PROBLEM
OBJECTIVES
SOLUTIONS
RESULTS

PROBLEM

In January 2021 with more employers becoming open to remote working, the demand amongst buyers for larger spaces increased. Property was a priority for many, and competition in the mortgage market ramped up.

OBJECTIVES

Desjardins wanted to bring to the forefront its caring side, as well as its unique and advantageous offering in Quebec. Across these objectives, centering around brand communication, the cooperative had two distinct marketing aims:

  1. Earn and maintain the loyalty of current members

  2. Attract new members, particularly amongst first-time-buyers

SOLUTIONS

Insight

Our research showed that the market frenzy was worrying first-time-buyers. Many report being uncertain of the buying process and its financial implications. We saw an increase of nearly 80% in the hiring of estate agents in the last year, and the same can be said for the use of solicitors.

Strategy

To address these uncertainties we decided to try to reassure the consumer via educational pieces. In order to ensure we gained the attention of the right audience – buyers – and to benefit from the time invested in providing them with the tools they would need during this complex journey, we developed, with our partners, a new made-to-measure environment of entertainment

Execution

As well as sponsoring the project, Desjardins actively took part in the development of content for the webseries with the participation of Marie-Soleil Larose, one of their consultants. In the episodes Marie-Soleil accompanies Julien and Karolina in their finance journey, explaining each step they need to take and how the process works. Five additional mini-episodes were also created and added to the show’s web page, in which Julien discusses in more depth with Marie-Soleil, the complete offer that Desjardins has, and the two help demystify certain topics such as financing a self-build, down payments, and home insurance. The series was promoted via co-branded formats on Radio-Canada and Go-Van platforms, video, banner ads, social media and blog posts, and takeovers.

Methodologies and Synergy

With a view to equipping buyers with confidence throughout a process which can seem intimidating, we developed various different content partnerships. We created a podcast with QUB radio to help explain mortgage protection insurance, an informative infographic in the Journal de Montreal, a special edition piece in the LaPresse+ property portfolio, and BIS content with Le Devoir to highlight the best finance and renovation strategies. We also embedded the Desjardins mortgage calculator on property sites such as Via Capitale, Purple Bricks and Remax. Users who visited these sites to learn more were effectively retargeted with banner ads and social posts to help brand message retention.

RESULTS

Media success: Series 1 of Our Eco Home was a real success. The video trigger rate was more than twice as high as the average for similar projects. The series even surpassed the number of video plays of a similar editorial series launched with a huge campaign on ICI TOU.TV around the same time. Taking into account all views, Our Eco Home surpassed by more than 50%, its original estimated objectives. In terms of global media performance, our boost approach delivered 20% more impressions than was initially estimated.

Marketing success: We are very proud to confirm that the success of the campaign translated into concrete business results and a positive media ROI. Many members took out financing or insurance products which allowed us to ensure their loyalty. In 2021 we observed an increase of nearly 80% in qualified visits to the mortgage section of the Desjardins site, and 70% more online mortgage-in-principle requests versus the preceding year. We were even able to exceed member acquisition objectives via mortgage grants, by 17%. With this unusual yet authentic partnership, Desjardins simplified property acquisition and showcased the effectiveness of the support they can offer buyers.

+80%

Qualified visits to the mortgage section of the Desjardins site

+70 %

Online mortgage-in-principle requests versus the preceding year

+17%

Exceeded of member acquisition objectives via mortgage grants

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September 20, 2022

BROKERS NETWORK

Brokers Network

Develop visibility at the national level

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PROBLEM
OBJECTIVES
SOLUTIONS
RESULTS

PROBLEM

Created by Secret Local, Brokers Network is a B2B SaaS solution which aims to simplify the process of creating an online presence for mortgage brokers across Canada, in order to improve outreach to future buyers and to increase lead generation. For this ambitious challenge, Brokers Network asked Dialekta to help develop an SEO strategy which would allow it to stand out amongst the competition.

OBJECTIVES

Dialekta put in place a comprehensive SEO strategy and support plan, aiming to respond to 3 key objectives:

  • Optimising site visibility and discoverability, especially its presence in local searches

  • Creating interest to help increase the number and quality of site visits

  • Increasing conversions (potential client contact with brokers)

SOLUTIONS

Our SEO experts created a 3-tier strategy in order to optimise site and broker visibility:

Technical SEO

  • Carrying out a technical audit of the site to identify areas for improvement.

  • Optimisation of page accessibility for indexing robots as well as users.

  • Error 404 and duplicate content resolution, to help optimise crawling.

  • Optimisation of Javascript and CSS files to speed up site loading time.

  • Creation of an automated dashboard in Data Studio to provide a real-time view on business results.

Local SEO

  • Optimisation of regional and local page content, with the aim of local referencing .

  • Optimisation of mortgage broker files.

  • Management of internal network and page depth in order to improve accessibility of local pages.

Content SEO

  • Analysis of the competition and of strategic key words.

  • Establishment of a content strategy including content management support and the assignment of suitable key words.

  • Optimisation of key pages by integrating an FAQ allowing positioning around strategic requests.

  • Optimisation of metadata to encourage clicks and increase visit numbers.

  • Review of page semantics structure in order to improve understanding for indexing robots and to optimise referencing.

  • Editing of blog articles on the most popular themes.

  • Establishment of a new section to help positioning around requests related to brokerage companies.

RESULTS

Putting these optimisations into place meant that in 9 months we were able to see a considerable improvement in site visibility and organic traffic, as well as an improvement in the overall quality of said traffic, which resulted in an increase in conversions.

x12

Visibility:
The volume of site impressions multiplied 12-fold. The site as a whole gained 4 positioning points.

+320 %

Consideration:
An increase of 330% on sessions recorded, and of 320% in new site users.

+45%

Traffic quality:
The actions taken allowed us to obtain an increase of 45% on pages visited per session, which translates to an increase of over 70% in session time.

+40%

Conversions:
The website recorded 6 times more conversions – which translates to an increase of 40% in revenue resulting from digital.

The results allowed Brokers Network to make their SEO investments profitable and also to reduce their dependance on paid media.

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September 1, 2022

SHAPE – HARD SELTZER

SHAPE – HARD SELTZER

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PROBLEM
OBJECTIVES
SOLUTIONS
RESULTS

PROBLEM

In March 2021 Shape, a new Quebecer hard seltzer brand appeared on an already busy market saturated by local and international players, with 75% of the market already held by competitor White Claw. The remaining 25% was shared between brands such as Beach Day Every Day, Taïga Seltzer, Vizzy Seltzer, Oshlag Seltzer and Kamouraska Vodka amongst others.

OBJECTIVES

Shape wanted to:

  1. Increase its popularity amongst 18-34 year-olds using its title of best hard seltzer in the world, awarded at the Spirits Business Awards 2021.

  2. Become the hard seltzer of the summer in Quebec. Ambitious maybe – but not impossible!

SOLUTIONS

Insight

After 2 years of pandemic we’ve truly realised the importance of human contact. With the relaxation of hygiene measures around Spring 2021, parks saw a huge spike in use – around 94%. Consumption of ready-to-drink beverages such as Shape was perfectly suited to this situation as people started meeting friends and going on dates again.

Strategy

In order to ensure the purchase and repurchase of Shape throughout the summer, we opted for a strategy of contextualisation- the increase in park use during the pandemic- whilst focussing on geolocation to help increase and vary the points of contact along consumers’ shopping journeys.

The Big Idea

We ran an integrated campaign creating multiple points of contact along the course of the consumers’ shopping journey in order to promote the purchase of Shape at various opportune moments, taking advantage of:

  1. The use of social media and dating apps for organising future social gathering.

  2. Geotargeting around grocery stores where Shape was available.

  3. Geotargeting around parks where people get together and drink Shape.

Methodology

Our choice of media was not random. Everything was based on the media consumption habits of the target audience as well as the behavioural habits of Quebec residents. This allowed us to maximise the visibility of the brand in digital environments and areas frequented by those likely to enjoy Shape. The ads took 3 forms –  digital out-of-home advertising within a radius of 500m of participating grocery stores, fly posting on streets with high pedestrian footfall, and in bus shelters within a 250m radius of the parks of Montreal. Ads in Facebook and Instagram feeds and stories, as well as impact formats on Grindr, and audio ads on Spotify completed the campaign to help ensure brand recall, and direct consumers to points of sale.

Cross-media Synergy

In order to ensure a synergy between the different media and to increase repetition and therefore recall of the brand, the same visual was used across Instagram, Facebook, Spotify and on the 3 types of display ads. Only Grindr was different- to align with the app’s sassy vibe we asked: ‘Do you want to see my six-pack..?’ along with a picture of a 6-pack of Shape held by a man with his back to us. An organic influencer campaign also took place alongside our efforts and so we decided to use the influencers’ photos on Instagram as one final push towards brand recall among 18-34 year-olds.

RESULTS

Shape/ Club Local was its first ever multimedia campaign of this magnitude. The clients were able to observe the performance of various media and platforms (billboards, Spotify, Grindr…) for the first time, allowing them to establish benchmarks for future campaigns. The media mix for this campaign helped surpass our fixed objectives, making Shape the bestselling Quebecois hard seltzer in Quebec, in its first year on the shelves. 4 million people were reached across the region and 53 impressions were generated (up 34% in comparison with pre-campaign estimates) with an average repetition of 4 as well as over 10,000 ad interactions (saves, shares comments, likes etc.) The catchy tagline ‘even the competition is waving’ – an obvious nod to the brand White Claw for any hard-seltzer drinker, seemed to go down very well amongst consumers. The influencer campaign which unfolded alongside generated 2.8 million extra impressions and 42,000 interactions – 38,172 likes and 3,869 comments. Finally there were 1,005 mentions of the brand across 316 publications and 661 stories and 28 reels published by 200 nano-influencers throughout the region. All this contributed to a level of engagement of 6%, of objective achievement of 126%, and an increase of 93% in Shape followers on instagram.

#1

Shape became the bestselling Quebecois hard seltzer in Quebec in its first year on the shelves.

4 millions

Quebecois were reached across the region with surprising frequency given budgetary constraints.

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August 5, 2021

ITHQ

THE INSTITUT DE TOURISME ET D’HÔTELLERIE DU QUÉBEC (ITHQ)

Awareness Campaign

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Challenge
OBJECTIVES
SOLUTIONS
RESULTS

DESCRIPTION

The ITHQ is a world-class institution and is the only school in Canada that provided secondary-level, college-level, university-level, and continuing education. It is an institution specializing in professional training related to tourism, hotel management, and restaurant management with over 50 years of expertise.

The challenge

The ITHQ faces several challenges, namely to promote an industry among young people who see it as a posh environment with few career opportunities. The management programs (hotel management, catering management, and tourism management) are amongst the most affected.

In addition, despite its strong international notoriety, it remains difficult to reach young people aged 16 to 22, especially through advertisements. Millennials trust advertising content less than other generations and are experts at filtering it.

So how do we effectively reach millennials while changing the negative perception of the school’s management programs?

OBJECTIVES

Beyond increasing the number of candidates for the ITHQ, we had an important objective of educating millennials. We had to:

  1. Bring a playful aspect to the school

  2. Give young people the opportunity to project themselves at the ITHQ

  3. Sell the advantages of a field often shunned by young people

SOLUTIONS

To break these myths and reach their target, it was crucial for the ITHQ, a para-governmental organization, to diversify their messages, often very classic, by bringing a playful and authentic aspect.

So, we opted for an interactive campaign that featured graduates of the school, broadcasting it on emerging platforms such as Tik Tok and Snapchat. This campaign took the format of a quiz addressing the issue of myths faced by the ITHQ and its management programs.

Videos were also developed to engage the audience, a format generally more catchy than banners which are often ignored by millennials (the phenomenon of ad blindness).

results

The results of the campaign were very satisfying, with a high engagement rate demonstrating the efficiency of the messages amongst the target audience.

Here are some highlights of this campaign:

  • Creation and management of the first commercial campaign on Tik Tok in Quebec (a social media platform very popular among the younger generation, with a very high engagement rate).

36 %

quiz completion rate

500 000

users reached on social media (Facebook, Snapchat, Tik Tok)

1.04 %

video view through rate on Tik Tok

Campagne de notoriété - ITHQ - Dialekta
Affiche pour la campagne de notoriété - Marketing - ITHQ - Dialekta

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August 4, 2021

PLACE-DES-ARTS

Place des arts

SEO Strategy

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Challenge
OBJECTIVES
SOLUTIONS
RESULTS

DESCRIPTION

Located in Montreal, Place des Arts is currently the largest cultural and artistic complex in Canada. The organization understood the importance of investing in SEO, in order to be less dependent on paid media. Thus, Place des Arts contacted Dialekta to improve their SEO strategy and increase the visibility of their website on search engines.

The challenge

Internationally known as a cultural hub, Montreal is a very important asset to the Quebec culture. Hosting over a hundred festivals and public events every year, multiple competitors are putting efforts into natural referral to be on the top of results on search engines.

Hence, Place des Arts wanted to increase their organic traffic by optimizing sections of their website.

OBJECTIVES

Several objectives have been entrusted to Dialekta:

  1. Strengthen the brand image,

  2. Increase the visibility of the website and events,

  3. Increase the number of quality website visits and sales at their various events.

SOLUTIONS

Our SEO experts quickly identified opportunities in terms of technical improvements and content creation to optimize the visibility and improve the general customer experience on the website.

Multiple tactics and strategies have been implemented :

  • Audit of the entire website to identify technical opportunities
  • Add structured data to help search engines better interpret and reference the site’s content
  • Creation of a content strategy and content writing guidelines for the “Events” and “Shows” pages by adding relevant keywords and improving page structure
  • Optimized the FAQ section to make it easier for users to experience and navigate, as well as to increase our chances of appearing in Position Zero on Google.
  • General improvement of the pages loading time
  • Optimization of the loading time of the pages of the site
  • Creation of an automated dashboard (Data Studio) to monitor performance in real time

results

In only a year, the results generated were extremely positive. We observed a high increase in organic traffic. Not only Place des Arts was able to save money by using SEO tactics instead of spending their budget on paid media, but the quality of the website traffic was also improved, with higher engagement metrics and conversion rates.

Here are the results obtained after a year :

+32 %

of sessions

+36 %

of new users on the website

+32 %

of gross sale coming from digital

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April 15, 2020

MULTI-PRETS MORTGAGES

MULTI-PRETS MORTGAGES

Optimizing digital marketing efforts

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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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