• TikTok
• Facebook
• Instagram
• YouTube
• Hyper Display
• Hyper Video
• Increase OEB’s overall engagement to support growth across Canada.
• Identify what specifically worked for the brand.
• Use insights to inform expansion into the United States.
• 62% Ad Completion Rate
• Exceeded Industry Benchmarks by Over 127% on Social Platforms
• 76% Higher CTR
We needed to crack how to refine the campaign targeting strategy to ensure we were maximizing marketing investment on high-potential, high-intent prospects, while supporting OEB’s plans to open new locations.
Awareness
Platforms like Hyper Display, Hyper Video, and YouTube were key for raising broad awareness and building familiarity with OEB’s offerings. These channels allowed us to reach audiences who frequently dine out, with visually engaging ads showcasing OEB’s varied menu and aesthetic atmosphere.
Consideration
We focused on TikTok and Meta (Facebook/Instagram) to drive deeper engagement with users who were deemed likely to visit an OEB location. TikTok effectively captured a younger demographic, while Meta helped us reach millennial and Gen X audiences. Both platforms drove qualified traffic to the OEB website, where users could learn more about locations nearest to them and peruse current menus.
Conversion
Search ads on Google were used to capture individuals actively searching for brunch or breakfast spots. Bidding on both branded and non-branded keywords ensured we could convert those who were already considering OEB, as well as those searching for similar dining options nearby.
Our targeting was based on interests and behaviors such as frequent dining out, and engagement with competitor websites. Lookalike audiences were used to expand reach, and website retargeting ensured we recaptured users who had previously visited the site but had not yet interacted.
The Content Strategy included a mix of static and video ads that highlighted OEB’s dishes and unique offerings. Ads were optimized for driving traffic to the website, with creatives refreshed monthly to feature seasonal promotions and prevent ad fatigue.
The success of OEB’s digital marketing campaign highlights the effectiveness of a full-funnel strategy in driving brand awareness, engagement, and conversions. By leveraging a mix of targeted advertising across platforms like Hyper Display, TikTok, Meta, and Google Search, OEB was able to maximize marketing investment and attract high-intent prospects. The results—exceeding industry benchmarks in engagement and conversion rates—demonstrate the power of a data-driven approach. With continued optimization and strategic expansion, OEB is well-positioned for sustained growth in both Canada and the U.S.
Our Locations
550, 1201 – 5 Street SW
Calgary, AB
T2R 0Y6
Suite 2000, 10130 – 103 St
Edmonton, AB
T5J 3N9
Suite 2200, 1250 René-Lévesque Blvd W,
Montreal, Quebec,
H3B 4W8
310 Wall St
Saskatoon, SK
S7K 1N7
211 Yonge St. Suite 400
Toronto, ON
M5B 1M4
Suite 503, 815 Hornby Street
Vancouver, BC
V6Z 2E6
Suite 200, 535 Yates Street
Victoria, BC
V8W 2Z6
1800, 201 Portage Ave
Winnipeg, MB R3B 3K6
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