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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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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SHAPE – HARD SELTZER

POINT S – TIRES

Meet the team behind this campaign
PROBLEM
OBJECTIVES
SOLUTIONS
RESULTS

PROBLEM

The tire market is extremely competitive in Quebec. Legislation requires the use of winter tires starting from December 1st, and all brands compete to be chosen during that time. In this context, it is not easy to stand out and generate a good ROI, especially when Point S‘s budget does not allow for complete domination and the growth objectives are in double digits.

OBJECTIVES

Point S wanted to:

  1. Increase its online tire sales.

  2. Generate double-digit growth through SEO and SEA.

SOLUTIONS

Geomarketing campaign by Dialekta for Point S

Insight

An in-depth analysis of sales figures from previous years allowed us to determine that it is not the 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.

Strategy

Our strategy was twofold: create the best content for specific searches to achieve excellent quality scores, and correlate budget investments with the weather: 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.

The Big Idea

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.

  1. When the forecasted temperature was below 7°C

  2. When a snowstorm was announced

  3. City by city across Quebec

Deployment

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.

Cross-media Synergy

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. 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 towards the best queries and significantly improve the cost per acquisition in SEA.

RESULTS

+49% of keywords in the top 3
The number of keywords appearing in the top 3 organic search results increased significantly, consolidating Point S’s dominance on search engines.

+21% increase in the average SEO basket
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
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.

Point S Logo

The campaign received an IDEA award in the category of best use of search engines. It is also finalist in 6 categories at the Global Search Awards!

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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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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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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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VRAK

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

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

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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