Welcome to the Lab.

Xplore’s objectives are to (1) increase product awareness, (2) acquire leads that align with Xplore’s target audience profile, and (3) drive the highest quality calls and web leads at the lowest cost per acquisition (CPA). In addition, in the fall of 2022, Xplore underwent a full corporate rebranding and needed significant support from MPL’s digital paid media strategies to successfully execute their rebrand. 

Through this partnership, we have enabled an overall conversion increase of 221%, accompanied by a 43% reduced cost per acquisition (CPA). 

Strategy 

Xplore’s media strategy employs a funnel approach with three phases: awareness, consideration, and conversion, with the goal of driving the highest quality phone calls and web leads at the lowest cost per acquisition (CPA). Our performance is evaluated based on the amount of sales-qualified leads we drive and how many of those leads convert into paid customers.

Our work with Xplore is founded on the philosophy that the difference between a campaign that supports down-funnel business goals versus one that supports vanity metrics like clicks and impressions comes down to two things: 

1. Tangible objectives, and
2. A deep understanding of customer journeys. 

By measuring and collecting data for the full customer journey, from awareness through to purchase, we now better allocate media dollars into the tactics that meet Xplore’s goals. Conversion data is shared with tools and ad platforms to optimize media campaigns for the goals that matter most. 

Strategy Refinement 

Innovation is at the heart of our strategies at MPL, and towards the end of 2020, we recognized an opportunity to further optimize our display advertising efforts for Xplore, including increasing our access to publishers and ad exchanges. We proposed a pilot using Google’s DV360 demand-side platform in tandem with our traditional Google Ad display campaigns. Following a successful two-month pilot, we migrated from Google Ads for all video and display advertising to DV360, which produced fantastic year-over-year results from 2020 to 2021, including:

• Overall conversions: +221%
• Reduced cost per acquisition (CPA): -43%

Value-Adds

We secured additional value for Xplore by accessing a variety of partner-level Google services, including video brand lift surveys and display and video advertising credits. MPL has access to Google Ad specialists for products like value-based bidding, which helped propel our offline conversion tracking forward. Similarly, we get early access to various new product betas, such as Performance Max in 2021, which help drive account performance in advance of the public product launch. As a result of our depth of experience and long-term relationship building, MPL’s expertise extends beyond our internal team, for example, to our agency team at Google. We also have account support teams with all major ad platform providers, including Meta, TikTok, LinkedIn, TradeDesk, and more. 

Impact

MPL has been Xplore’s digital media agency of record since 2018, and in that time, we have continuously provided results that exceed set benchmarks.

We are honoured to have Xplore as a client and highly value our partnership. Looking back on the past six years, we are delighted to have partnered with Xplore on enhancing their digital marketing maturity, introducing processes, systems, and strategies that have helped deliver over 372K paid marketing qualified leads worth nearly $339M in customer lifetime value to the business.

Booster Juice Overview

As one of the leaders of fresh and convenient food choices, Booster Juice is a pioneer in the juice bar market in Canada, and internationally, since 1999. A true testament to the success of the franchise business model, with over 400 locations, Booster Juice has firmly positioned itself as the preferred destination for easily accessible, high-quality juice and smoothies. A proud member of the Canadian Franchise Association for more than 20 years, Booster Juice approached Media Propulsion Laboratory to increase downloads for their newly relaunched app, execute a holiday promotion campaign, and boost franchise partner leads in 3 specific markets across Canada. 

Booster Juice sprouted from a groundbreaking concept that would go on to redefine the juice/smoothie bar market in Canada, and MPL would need to infuse the same innovative spirit into their media campaigns. Our team began by having a collective mindshare of past performance data, budgets, dates, and objectives. Through these learnings, we created a customized multi-platform approach that can be tailored to each campaign. 

Relaunching the Booster Juice App in tandem with Booster Rewards

Fresh on the heels of Booster Juice's newly relaunched App and accompanied by a brand new customer loyalty component, Booster Rewards, MPL was tapped to create a comprehensive media campaign that would generate App downloads (for both IOS and Android) as the primary focus, and secondly, drive Booster Juice App users to take an ‘order now’ action on the application. Our team made real-time optimizations to leverage platforms that had the highest conversion rates, ultimately leading to a significant boost in overall user engagement.

Services used:

• Standard Display (in App)
• Historical Location Based Display
  focused on Booster Juice locations
• YouTube
• Google Ads (search)
• Facebook & Instagram
• Snapchat
• TikTok

Results:

• 3,710,895 impressions delivered some text
  • 29% more impressions delivered over insertion order goals
• 158,710 clicks
• 4.28% CTRsome text
  • 6X increase in CTR versus past campaign
• 8,476 total conversionssome text
  • 7,613 button clicks to download app
  • 863 order now button clicks

Seasonal Smoothies and Annual gift card promotion 

Booster Juice unveiled a fresh Oat Nog smoothie for the holiday season, and reintroduced two popular seasonal smoothies from the previous year. Simultaneously, they featured their annual Gift Card promotion alongside the seasonal menu offerings. MPL needed to create a media campaign that would create awareness for feature menu items, drive gift card purchases in store, and increase Booster Rewards App downloads. Building on the previous campaign learnings we were able to deliver 1,059,137 additional impressions (28.5% increase) on the same budget of the previous campaign. Many ads served directly near Booster Juice locations to encourage in-store traffic were highly successful. This campaign is an example of focusing on multiple products, where the primary product receives a dedicated campaign, but so does the secondary product - in this case, gift cards. MPL excels at supporting multiple objectives within campaigns, and delivering on these combined objectives.

Results:

• 4,770,032 impressions deliveredsome text
  • 34% more impressions delivered over insertion order goals
• 70,729 clicks
• 1.48% CTR
• 3,821 button clicks to download app

Franchise Expansion 

With a need to increase franchise interest, in three specific locales, MPL created a media campaign that drove potential franchisees to the Booster Juice website to complete an application, or to reach out directly to the franchising email. This campaign was localized to Fort McMurray, Fort Erie, and Fredericton. The MPL team employed DSP (demand-side platform) and Meta platforms. Through close collaboration with the team at Booster Juice, and we were able to provide 1 day turnarounds, from receiving campaign visuals (from the client), to launching the campaigns.

Despite a hyper specific message and targeting, we were able to quickly and collaboratively support Booster Juice’s expansion, growth and franchisee engagement objectives. When we work collaboratively with clients, our understanding of their products, services, values, goals and objectives lends itself to supporting other, more niche areas of their business. 

Impact

Through a combined approach to media buying, MPL was able to successfully secure impressive results for our partner, Booster Juice, on 3 diverse campaigns. By deeply integrating our team as an extension of our client 's marketing efforts, we were able to tailor strategies to the unique needs of Booster Juice, optimizing ad placements and targeting specific demographics. This collaborative synergy not only enhanced the overall effectiveness of the campaigns, but also fostered a dynamic exchange of ideas and insights. As a result, MPL achieved notable success in driving engagement, increasing brand visibility, and ultimately contributing to the growth of Booster Juice's market presence. 

Challenge

Clover Leaf was launching a new product line and format, Toppers, which would be distributed across Canada. Unsure of how the new product would be received or placed in distributors, Clover Leaf needed a well-crafted launch campaign to ensure a positive reception. The key to success would be to incentivize an initial sample of the product to demonstrate its value and taste. This also required a strong fraud prevention element built into the campaign mechanics. Furthermore, the online campaign would be coordinated in conjunction with a traditional ad campaign.

The project goals were:

1. Drive coupon downloads and redemption at the point of sale.
2. Have a minimum of 2,650 coupons downloaded.
3. Grow the marketing database.
   
   

Solution

MPL proposed crafting a secure process for the customer to access the coupon, while having their information captured in the marketing database. After investigating different platforms and delivery options, we determined that there wasn’t an existing system that would effectively meet the client’s needs. As such, we developed a new, proprietary real time coupon redemption system specifically for this campaign. 

The campaign was delivered across a variety of channels, including Google Search and Display, Facebook, and Twitter. Upon clicking on an ad, the user was directed to a channel-specific landing page including media and product information to drive interest. Downloading the coupon required providing relevant data for the marketing database, with a double opt-in process (in adherence with CASL). Our system prevented duplication and fraud through email verification as well as a unique identifier for the coupon with encoded data, allowing for extremely detailed click-to-customer insight.

Results

The campaign and system resulted in:

•  An initial response of 8,600 coupons downloaded - over 300% above the project goal. 
• Our ad click-to-conversion rate (with three distinct steps) was unprecedented at 34%. 

These conversions were from 25,600 clicks and 4,587,000 impressions. As per the client’s direction, these converters were only in the target demographic of 23 - 37 years old. Furthermore, their names and contact information are retained in the marketing database for future use - a total of 12,497 new users from the initial phase alone.