Case Study |

Our strategy focused on leveraging a multi-faceted, data-driven approach to enhance the visibility and appeal of Canadian beef. Working with the client to identify their KPIs, our efforts focused on increasing web traffic, onsite engagement (recipe views) and subscription sign-ups.

We began by concocting a comprehensive list of meat-forward fast food restaurants and retailers, including major brands like A&W, McDonald’s, Wendy’s, Loblaws, Safeway, and more. This list served as the foundation for creating our custom audience in the RainBarrel Audience graph, which was then used to drive targeted advertising efforts across various channels. We further refined our targeting by layering demographic data, including age and gender, to ensure our messaging resonated with specific audience segments. RainBarrel allowed us to activate the audiences on Facebook and Instagram via our Hyper Display and Video channels, with access to leverage and test multiple DSPs.

As the campaign progressed, we evolved our approach by creating detailed personas such as ‘Foodies’, ‘Meat Lovers’, ‘Families’, and ‘Fitness Enthusiasts’. These personas were introduced alongside our RainBarrel custom audience, allowing us to deliver more personalized and engaging content. This shift resulted in a notable lift in click-through rates (CTR) and overall engagement. We continuously examined performance through monthly reports, which guided us in fine-tuning our audience segments and testing various creatives and messaging — this iterative process helped us better understand which personas engaged most with Canadian beef.

In response to our findings, we expanded our media mix to include additional platforms where our audiences were most active, including TikTok, Pinterest, Amazon, Bing and Exclusive Premium Inventory placements on the Food Network, and Global Network. The use of an omni-channel approach ensured that we reached our audience across multiple touchpoints, enhancing our reach while leveraging specific platform strengths to drive conversions. We also adapted our approach based on seasonal trends, adjusting our budget allocation and media mix to align with peak and off-peak periods. This seasonal strategy allowed us to optimize the budget to maintain relevance throughout the year, with regular creative updates every 4-8 weeks to keep content fresh and aligned with audience interests.

We closely monitored and tracked on-site conversions, adjusting our strategy based on performance insights. Initially focused on awareness, we shifted to a consideration phase, implementing tracking for on-site conversions. This approach, combined with our strategic use of diverse channels and technologies, allowed us to exceed industry benchmarks and achieve higher engagement and conversion rates.