The digital advertising planning & buying agency designed to maximize return on ad spend.
Average client ROAS
Our client Net Promoter Score
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Media Propulsion Laboratory's people plus programmatic model generates performance that is truly out of this world for some of Earth's most recognized brands.
Lifetime customer value generated in 2023
Leads converted into nearly 10,000 new customers
Xplore
Founded in 2004, Xplore is Canada’s largest rural-focused broadband service provider offering Internet service subscriptions. Driven to connect Canadians to what matters most while delivering innovative broadband services for better rural and remote living. Xplore is focused on bringing life changing connection to all Canadians, no matter the postal code.
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).
What began with a modest digital budget in 2018 has resulted in Xplore dramatically increasing our scope and remit, integrating the MPL team has a long-term partnership that consistently drives real, measurable sales results.
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. To support these performance objectives and Xplore’s three-phased media strategy, we implemented offline conversion tracking, created a bid strategy that targets down-funnel conversions, and migrated display banner ads from Google Ads to DV360 to allow for better media buying and offline conversion tracking for display placements.
Before we began our work with Xplore, the percentage of digital paid phone calls (phone calls made on a landing page, which is a direct result of that visitor clicking on a paid digital ad) directly leading to a call to the Inside Sales team were low. Xplore entrusted us with increasing the percentage of calls converting to the Inside Sales team.
Our team collaborated on a customized approach rooted in data. This was necessary to drive revenue with Xplore’s digital advertising investment while expanding our focus beyond upper funnel demand (such as phone calls and lead form submissions). We needed to gain a deep understanding into which channels of advertising were driving Salesforce leads and opportunities (which are the final steps before a physical product installation occurs, and which are tracked as their revenue). This data would allow us to focus our lead and opportunity generating conversion actions, and optimize the media campaigns towards driving as many leads and opportunities as possible. The most efficient and successful way to drive conversions that generate revenue for non-ecommerce businesses is with offline conversion tracking.
We implemented native offline conversion tracking for Salesforce from Google, as well as a manual conversion action upload from call data from their call tracking provider, CallRail. We then utilized this data to map out which paid advertising channels and tactics were driving the most revenue for media planning and buying optimization, and then further enhanced our media campaign targeting by sharing offline conversion actions with these advertising channels.
Since the implementation of offline conversion tracking, we now bid towards down-funnel conversions, such as Salesforce leads and opportunities. Users driven from paid advertising are now more likely to speak with a sales agent and convert into a customer. This in turn, has driven improved performance, lowered the overall CPA, and delivered a very profitable return on ad spend (ROAS).
The chart below illustrates where the increased Conversion Value is highlighted. While total Conversions decreased, the value of Conversions increased considerably, which was exactly Xplore’s overarching campaign goal. Additional metrics included:
NOTE:
Pre-March 2022 Conversions: Calls, form submissions and chats initiated
Post-March 2022 Conversions: Salesforce Leads & Opportunities
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:
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.
As a result of this new strategy, from 2018 to 2022, Xplore’s metrics highlight;
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:
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.
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. From 2020 to 2022, Xplore increased its media budget by 139% compared to the previous three-year period (2017 to 2019).
The overall objective for Xplore from 2020 to 2022 was to focus on generating down-funnel, high-value sales actions. In response to this campaign shift we saw a 58% increase in CTR’s, in addition to a 142% increase in conversions.
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.
Impressions Delivered
Booster in CTR
Booster Juice
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.
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.
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.
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, we were able to provide 1 day turnarounds, from receiving campaign visuals (from the client), to launching the campaigns, all while working within a modest budget.
We were thrilled to secure a CTR% for all of the markets on Meta that were above the MPL CTR% benchmark (0.60%) for the platform. Additionally, the CTR% for DSP Fort Erie market hit above the MPL CTR% benchmark (0.15%) for that platform, too. Through ongoing optimizations to the overall campaign (DSP / Meta) MPL delivered an additional 287K impressions above the contracted amount. (IO CPM: $6.42 vs. Campaign CPM: $4.46).
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.
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.
Click-to-conversion rate
Impressions
Clover Leaf
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.
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.
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.
John Mathers
Senior Vice President, Brand & Business development, OSEG (TD PLACE)
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From click to customer, we propel demand with deep, consultative integrations with our client’s marketing and sales tech stacks, and a drive to understand the people buying their products and services.
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It’s not about “will this work?”. It’s about when this will work. Our clients commit more than $1 million per year to digital advertising. Engagements begin with a critical assessment of your current performance, the development of an initial launch plan, and several months of modelling and testing before you'll be ready for takeoff. We don't promise immediate performance, we commit to long term propulsion.
Our media planning approach is driven directly by your needs. We help with conversion rate optimization strategies, custom attribution models, and deep technical integrations within multiple areas of your business to measure results, buy the right media, manually or programmatically, and build your most optimized funnel.
Programmatic ad buying works, but not always. Why? Because the more complex your sales process is, the more customized your approach needs to be. We leverage the same suite of tools as everyone else but create conversion rate optimization strategies, custom attribution models, and deep technical integrations within multiple areas of your business to buy the right media - manually or programmatically - and build the most optimized demand funnel.
Angie Kam
Senior Marketing Manager, Xplore
