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Social Media at Canadian Tire

Social Media at Canadian Tire. Case Study: Christmas 2012. What was our business focus?. Increase awareness of our product assortment Drive traffic to CanadianTire.ca . What were we faced with?. What was our inspiration?. People have busy lives Christmas can be madness

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Social Media at Canadian Tire

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  1. Social Media at Canadian Tire Case Study: Christmas 2012

  2. What was our business focus? Increase awareness of our product assortment Drive traffic to CanadianTire.ca

  3. What were we faced with?

  4. What was our inspiration? People have busy lives Christmas can be madness We have the products to support people in their entertaining, gifting and decorating needs

  5. How did we bring it to life?

  6. How did we measure success? Significant increase in awareness of product assortment availability with over 17 million social media impressions. Increase in overall customer engagement by 191.4% over LY. Nielsen brand lift study shows that 49% of those exposed to the Facebook ads expressed intent to purchase at Canadian Tire during Christmas. Over 86K new followers on Facebook. An increase in traffic to CanadianTire.ca by more than 12X over 2011 results.

  7. How did our ads perform on Facebook? Great content + 3 day target block = record breaking results!  99% of all impressions were delivered in newsfeed– desktop and mobile   Achieved a 3.33% interaction rate 20K new followers in 3 days Continued page post ads to amplify messaging from November to December 25th.

  8. Christmas 2012 video

  9. What made our campaign successful? Accurate consumer insight Strong creative and copy Consistent messaging and creative on all channels Effective use of media dollars Breaking out of the norm to connect with our consumers

  10. Any questions?

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