Roots
Leading Iconic Canadian Brands into the Digital Landscape
Diagnosis
Roots, Canada’s most recognizable and well-loved brand, came to Arcane with a very specific challenge: How do we increase market share for a category leader in the retail space? To add to the complexity, we were challenged to achieve incremental strides in market share by using only digital touchpoints.
We successfully achieved efficiency in our media buys through an audience-first digital strategy aimed to acquire net new customers for the brand as well as increase average order value (AOV) with existing customers.
Strategy
Acquiring new customers on Pinterest & TikTok
We reached net new audiences that are otherwise difficult to reach on other, more traditional digital channels. By genuinely fitting into the conversation on both platforms, we saw strong lift on both brand and performance metrics.
Targeting the Right Customers
By leveraging their robust 1st party data set, we segmented customers into light, medium and heavy and targeted with personalized messaging across paid media channels.
Attributing Revenue with Sales Lift
Using sales lift (or incrementality) measurement, we were able to measure baseline conversion rates of exposed audiences above the control, therefore attributing full performance to our campaign alone (as opposed to extraneous market factors).
Tactics
Paid Media Strategy & Execution
Brand and Audience Building
Audience Segmentation
Sales Lift
Results
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