Major Tom

Meet OUAI
OUAI is an award-winning skin and haircare line with signature scents created by celebrity stylist Jen Atkin. With millions of followers across social media and a devoted customer base, they were a company at the top of their game but were at risk of losing market share to newer competitors.

The Challenge
OUAI's online revenue was increasing year over year, but user growth had slowed. In an effort to maintain media efficiency, they were focused on reaching existing customers at the expense of potential new fans. When OUAI approached Major Tom, we identified this slowdown as a leading indicator that would bottleneck future revenue growth.

The Solution
To get ahead of the problem, Major Tom’s strategy focused on acquiring new customers for OUAI’s online store. We targeted segments of users who had never visited their site or placed an order, using a shifting combination of lookalike and interest-based targeting. This helped us reach the potential customers most likely to connect with OUAI, rather than work harder to convert those already buying. 

First, we optimized campaigns to maximize user acquisitions, all within our target cost per acquisition based on customer lifetime value. Regular report cards helped evaluate which content was resonating with audiences — and where it worked best — as we continued to refine targeting with our growing pool of data. To maintain impact in the later stages of the campaign, we worked with the OUAI creative team to repurpose and refresh existing assets for their new digital placements.

The Results
We exceeded our customer acquisition targets for OUAI, giving them a strong foundation for future revenue growth. The campaign drove both traction and immediate returns for the brand throughout the year — a key factor in their acquisition by P&G.

• 63% increase in user acquisition
• 73% increase in revenue
• 58% of monthly customers were new

Meet Teck Resources

Teck is one of Canada’s leading mining companies, producing essential materials such as copper, zinc, steelmaking coal, and energy.

Copper, in particular, is vital to powering our modern world, from hybrid vehicles to computers and smartphones. It is also a powerful antimicrobial agent that can reduce the spread of infection, particularly in healthcare systems.

The Challenge

During the COVID-19 pandemic, Teck sought out Major Tom’s media expertise to execute their Copper & Health campaign alongside creative house, Will Creative Inc. Its goal was to advocate for the use of antimicrobial copper in public spaces while educating audiences on its increasingly relevant health benefits. Teck needed to communicate copper’s role in killing bacteria and viruses, plus reducing the spread of infection.

The Solution

Major Tom ran a 7-month, multi-channel media and buying campaign to support Teck's initiative, focusing on key audiences such as government decision-makers, health leaders, and the public. We continuously optimized for each audience based on both channel and creative performance. After strong early results, Teck extended the original 3-month campaign plan for additional education opportunities.

Working alongside Will Creative for creative and production, our media strategy began with paid channel image and video ads, using out-of-home ad takeovers to boost reach in high-traffic areas of Vancouver, Ottawa, and Toronto. Next, an educational stunt run by Will Creative and paid social video series showed audience reactions to messaging. A layer of poll ads on Twitter and Facebook/Instagram solicited additional community insights to drive engagement and discussion.

The Results

After the 7-month, three-part campaign, Teck saw striking results:

• 19000+ Poll votes on Twitter ("X") and Meta FACEBOOK/INSTAGRAM
• 9M+ Video views
• 165k+ New users on the campaign landing page

About thinktum
The insurance industry has a reputation for being cold, clinical, and uncaring. But thinktum — providing tools and experiences that are powered by AI but focused on humans — has a different way of doing business. Their work balances technical innovation with a different approach to their industry peers: putting people first.

The Challenge
thinktum came to Major Tom with a need for new branding. Before launching a fresh suite of AI-driven tools, they had to better articulate both their vision and unique offering to the world. That would take clear messaging, a focused brand strategy, and a new identity that stood out from their competition — all to make the complexities of insurance-industry AI feel simple, warm, and human.

The Strategy 
thinktum offered a niche set of extremely technical products in an industry full of its own jargon and a host of unique audiences. In short, they were a lot like the other B2B technology brands for which Major Tom has built brand identities, websites, and campaigns. We knew we’d never match our clients’ expertise, but we set out to learn as much as we could.

After in-depth research, Major Tom held a strategy workshop with the thinktum team. This helped determine the critical parts of their brand, what they hoped to achieve, and to ensure their new identity reflected how their audiences saw them. We came out of the process with new brand foundations — and a tight brief to develop their visual identity. 

The Results
thinktum emerged with a warm, vibrant, and human-focused brand identity that combined their digital-forward mission with their vision of a world working in harmony with AI. 

Learn more by visiting out site.

About Oliver

Oliver maximizes workplace performance for their clients, accomplished through regulated e-learning and compliance solutions. Their mission is to challenge the status quo with the most effective and efficient way to support their client's strategic goals.

The Challenge

In a complex niche industry, building and telling Oliver's brand story came with communication challenges. Additionally, they did not want to lose the brand equity they had built over decades of operating — we had to establish a new reputation built on the foundation of their old one. 

The Solution

A full-service project, we built the new Oliver brand from the ground up — laying a solid foundation that we continue to build on. To ensure we stayed true to their day-one brand, we collaborated with Oliver, acting as an extension of their marketing team. As a highly personal company, we spent a significant amount of time collaborating on their values. These values shaped the brand's voice and visual narrative.

Brash, bold confidence were the tenets that had to permeate every touchpoint of the brand.  We started with the logo; it’s simple, strong, bold and ends with a period. The full stop acts as a statement: No need to look any further, the answer to your problem is Oliver. Their tone and visual assets follow this line: confident, professional, and a little cheeky. 

About Kerrisdale Lumber
Kerrisdale Lumber is a nationwide full-service building supply and hardware store that was established over 100 years ago. Their online store offers a wide variety of home and garden products such as barbecues, outdoor kitchens and fireplaces.

The Challenge
Following a strong sales year, Kerrisdale Lumber saw slowing momentum towards the end of 2021 and needed to achieve year-over-year revenue growth in 2022. Our challenge was to find ways for their paid campaigns to increase efficiency and drive growth.

The Solution
Major Tom conducted a comprehensive audit of Kerrisdale Lumber's Google Ads account, pinpointing top-performing keywords and creatives. By optimizing the account and removing underperforming elements, we seized opportunities for maximum ROI. Nationwide targeting was expanded for greater efficiency and audience reach.

Seasonal trends in customer purchasing behavior were identified and budgets were adjusted accordingly. Our team consolidated campaigns, adjusted bidding, and introduced new creative to enhance ad relevance, leading to increased click-through rates and conversions. Results indicate significant improvements in campaign performance and ROI.

The Results:
As a result of the paid media overhaul, Kerrisdale Lumber surpassed its goals with:

• 133% increase in revenue YOY
• 71% in transactions YOY
• 36% increase in average order value YOY

Meet Mission Hill

Mission Hill Family Estate is globally-known for its world-class architecture, elegant award-winning wines, and commitment to sustaining the Okanagan Valley. For the last four decades, they've provided a level of sophistication for guest experiences — whether you're enjoying wine at their vineyard, in a restaurant, or at home for the first time.

The Challenge

Mission Hill's brand and winery's level of modern sophistication was not accurately represented on their website. Difficult to navigate and not mobile-friendly, the site resulted in low conversions. In the light of COVID-19, their eCommerce integration took on greater priority. Since people could not visit the beautiful winery in-person, it was now paramount that they got that experience online.

The Solution

Major Tom's UI and UX team redesigned their website hierarchy and design — with the user at the centre. Then, incorporating seasonally inspired videos and images created an elegant ambiance. To support the user-centric strategy, we designed their content strategy to show, not tell, the Mission Hill brand story through authentic copywriting.

By modernizing their eCommerce platform and functionality, guests now have a seamless, easy-to-use online shopping experience. Everything flows holistically to romance the consumer online that leaves them with a wine-order confirmation in their inbox.

The Results

A website designed with the user at the centre is a website designed to convert. See the leaps and bounds in numbers here:

• 99% increase in website sessions
• 94% increase in mobile sessions
• 31% increase in overage session duration

Meet Phantom Screens

Phantom Screens is North America's leading manufacturer of retractable screens - selling more retractable screens than any other company.

The Challenge

Phantom Screens' goal was to achieve 'online domination'. They had their market cornered with their impeccable reputation and impressive sales. But, they needed a digital marketing strategy that positioned them as the runaway category leader in visibility, brand awareness, lead generation, and innovation.

The Solution 

Major Tom's solution involved a full-service, four-pronged approach: Strategic Consultation, Media Campaigns, Social Media Strategy, and Website Development. We provide ongoing Strategic Consultation to the Phantom Screens' team, where we meet to discuss, advise and consult with their internal marketing team on everything that impacts their corporate marketing initiatives. We act as an extension of their marketing team through this service, helping to plan and then execute everything digital.

We created a distribution model for their media campaigns that address their brands' reach and audience through an evergreen national brand campaign and a co-op marketing program. Distributors can opt into their co-op marketing program, which involves 47 different campaigns; the objective is to generate leads annually. We also manage their social media channels with strategy, execution, and content creation. And, we're reimagining the website we built six years ago. Now, we're building an eCommerce-focused platform, another step in Phantom Screens' journey toward 'online domination'.

The Results

By building, executing, and optimizing Phantom Screens’ B2B and B2C strategies, we can better serve their distributors and increase the authority of their main corporate site. In 2020 we reported:

• 16000+ qualified leads across Phantom Screens’ markets
• 3.4m impressions across the U.S. and Canada
• 5% conversion rate across Phantom Screens’ main product line

About Criteo

Criteo is a global-leading B2B technology company built on the open Internet. They have a holistic suite of advertising solutions for retailers, brands, and publishers to access the data and technology to best attract and keep their customers. Their goal is to help you get noticed, get traffic, and get sales.

The Challenge

Criteo didn't have an in-house marketing team to focus on increasing conversion rates. They needed an external team to plan their lead strategies, increase interaction in B2B markets, create high-value content to win brand loyalty, and integrate user tracking so they could create and share content based on where the user is in their marketing funnel.

The Solution 

To boost their visibility and conversions, we created a full B2B-specific digital strategy. The strategy involved creating a custom content hub for their gated content, including marketing automation and a steadfast digital promotion strategy. We also helped optimize their YouTube and Video marketing strategy and content calendar, and integrated user tracking through Google Analytics.

The results

With a B2B-specific strategy, we were able to reach and speak directly to Criteo's audience. The results:

• 200% Increase in organic SEO traffic
• 78% Increase in website conversions
• 400+ Videos optimized for YouTube

Meet Zephyr Epic

Zephyr Epic provides the nation with an accessible online collectable card shopping experience. They provide a place for collectors of all ages to be part of something epic. Their brick-and-mortar shop features Zephyr's latest releases and tables for immediate unboxing. You can also purchase cards through their online store.

The Challenge

Zephyr Epic struggled with a vast customer base featuring different groups of card collectors. These people don't follow the same social accounts or hang out in the same places online. So, Zephyr Epic needed a strategy to reach everyone in their audience and improve their return-on-ad-spend through an integrated digital marketing strategy. The goal was to drive revenue and brand awareness while reaching as many specific audience groups as possible.

The Solution

Through our thorough process, Zephyr's new site has an intuitive flow, resulting in a greater user experience. The focus is now solidly on the diverse communities and serious collectors that frequent Zephyr’s site, making everyone feel welcome. The backend has greater administrator capabilities, providing better user tracking.

Based on the flywheel model, we developed an impactful strategy using both paid ads, social channels and valuable content. This included optimizing high-performing campaigns to get a higher return-on-ad-spend (ROAS) and increasing the customer's lifetime value (LTV). Brand loyalty also increased by focusing on their community engagement.

The Results 

A new, intuitive website coupled with efficient marketing campaigns created epic gains for Zephyr. You can see the numbers here:

• 4.39 million impressions in 6 months 
• 3.4% average click-through-rate (CTR)
• 20.8 average position on search results page

About Seneca Collage
Seneca College is a leader in the post-secondary education sector. Operating for over 50 years, they offer degrees, diplomas, and certifications renowned for their quality and respected by employers. To stay ahead of competitors in the sector, Seneca approached Major Tom to build awareness and engagement with prospective students, driving program enrollment.

The Challenge
Seneca needed to increase enrollment in a competitive landscape. That meant reaching the right users at the right time to build awareness and drive lead generation. They needed a flexible, efficient approach to align their digital strategy across all channels and evolve with the scope of their marketing. They turned to Major Tom for strategic guidance.

The Solution
Starting with paid search and occasional paid social seasonal campaigns, Major Tom implemented a direct-response approach as the engine for growth. Tactical and geo-targeted digital campaigns focused on driving Seneca’s target audience to specific landing pages, amplifying brand awareness, and attracting new applicants. As our partnership grew, we integrated our approach across all channels for a seamless user experience.

This included tactical improvements such as refined Google Ads targeting, improved audience and ad group segmentation, daytime and mobile bidding strategies, a robust dynamic remarketing strategy, custom landing pages focused on Conversion Rate Optimization, and the eventual introduction of programmatic ad buys. Together, these tactics maximized brand awareness, attracted new applicants, and drove users down Seneca's funnel.

The Results
Since partnering with Major Tom, Seneca's enrollment lead volume has increased substantially. They have seen:

• 89% increase in lead volume.
• 53% decrease in cost-per-lead.
• 198% increase in conversion rate.

About The Salvation Army
Each individual possesses an inherent worth and dignity. This belief motivates The Salvation Army centres across Ontario to offer services and programs that serve their community. In doing so, they strive to restore dignity and hope in the lives of vulnerable people. 

The Challenge
The Salvation Army has relied heavily on offline charitable initiatives, like the Christmas Kettle campaign. They came to us wanting to diversify their marketing efforts by branching into digital marketing. With no prior digital marketing, we first had to test digital channels such as Google Search, Discovery, Youtube, Display, Facebook, and Instagram.

The Solution
We began by conducting in-depth customer research to refine our targeting on these newly-tested digital channels. Then we updated creative and content on all platforms and began implementing our digital strategy across Google Search, Discovery, Display, Youtube, Facebook, and Instagram.

We made tactical changes to the campaigns, including adding call, site link, and image and callout extensions. We optimized the targeting based on our research. This approach and strategy increased donation value and positive ROAS on the campaigns while firmly establishing a digital footprint for the charity. 

The Results
This refreshed digital strategy boosted the non-profit's charitable reach with:

• $357k of revenue from October to December
• 13.75x Return on Ad Spend (ROAS)
• 9.57 Google Search CTR

The Challenge

The Swiss Water Decaffeinated Coffee company has created an innovative decaf coffee process. Their chemical-free method uses only pure water to extract caffeine from quality, ethically-sourced coffee beans, leaving a flavor-forward brew loved by fans. As a result, demand for their product ranges from coffee shops and grocery stores to individual enthusiasts.

They came to Major Tom in need of a platform that effectively migrated their existing SEO, improved time on site, communicated their brand persona, and redesigned their UX.

The Solution

To deliver a site that is as tasteful as Swiss Water’s decaffeinated coffee, we needed to draw on our multidisciplinary team. Our process involved thoroughly understanding Swiss Water; we conducted extensive workshops, stakeholder interviews, research, and facility visits. We also executed a photoshoot at the Swiss Water production facility, using this content as the center of their new digital presence.

Our team of designers, developers, UX experts, and SEO specialists created an intuitive and visually compelling site that immerses users in Swiss Water’s brand. The site is committed to a user-centric design which reflects Swiss Water’s commitment to providing customers with an unparalleled experience, regardless of where they are in the buying process. We created a custom Google Analytics configuration to track specific metrics, ensuring the site delivered as intended. 

The Results

• Increase in total page impressions: 120%
• Drop in bounce rate: 45%
• New store locator tool use: 130,000+

The Challenge

Loeffler Randall is a shoe and accessory line sold internationally. Despite large-scale success, they embody the values of a small, family-owned business. They are a deeply personal brand with a passion for building genuine connections with their customers. 

They came to Major Tom with the challenge of increasing their reach while reducing ROAS through paid media opportunities. As they expanded their online presence, Loeffler Randall wanted to ensure their relationship with their audience, both new and old, maintained its authenticity.

The Solution

Before we could determine how to improve Loeffler Randall’s eCommerce, we needed to understand why. We began with a comprehensive discovery process of their brand. After analyzing each platform individually, we built a picture of the behaviors, interests, and habits that drive current and potential buyers. Through this process, we gained insight into the relationships that Loeffler Randall has with their loyal customer base. With this knowledge, we were able to build on those relationships instead of alienating them as we reached new audiences.

By studying aspects of their digital marketing activities outside of paid media, we were able to understand the full spectrum. This made it possible to craft a solution that complemented what they had in place.

This holistic approach was designed to build out an efficient and effective campaign, amplifying the brand’s existing digital marketing activity. Further tactics included:

• Using beta programs that hadn’t yet hit the market by leveraging Major Tom’s status as a Google Premier Partner.
• Optimizing Loeffler Randall’s website and Google Merchant Center. 
• Creating new ad formats and boosting Loeffler Randall’s presence by increasing reach on their social assets

The Results

• Conversion rate increase: 152%
• Cost per conversion reduced by: 37.7%
• Transactions increased by: 20%
• Google Shopping ROAS increase: 71.9%
• Overall ROAS increase: 40%

The Challenge

Zolo is Canada’s largest digital real estate brokerage. Here, you can search for property listings in real time while accessing data, real estate knowledge, and agents. Their platform is intended to create a seamless, stress-free real estate experience. Zolo is used by millions of buyers, sellers and renters to find and research property, statistics, and advice. 

Zolo was experiencing difficulty growing through non-paid channels and was restricted by Google’s limitations. It was taking far too long to index the thousands of new real estate listings uploaded to the site each day.

They approached Major Tom with the goal of doubling their year-over-year growth, while at the same time reducing their CPA (Cost Per Acquisition) and diversifying their channels of acquisition.

The Solution

By developing an automated process to fully leverage Google’s machine learning in Google Ads, we were able to craft a new process for creating ads at scale. We augmented our manual keyword targeting with the machine learning enabled Dynamic Search Ads (DSA) format. We did this by programming a system in which over 70,000 active listing URLs in the client’s target regions are automatically updated and uploaded every 15 minutes. 

A manually crafted search campaign would not have been able to target specific search terms  and drive users to effective landing pages. But, Zolo’s Dynamic Search Ads campaign could. We executed machine learning-enabled optimizations, such as employing target CPA bidding, across more than 1,000 ad groups and nearly 100,000 keywords. This targeted a wide breadth of long tail search terms far more accurately than a manual campaign. 

The delayed listings challenge was overcome with a combination of scripts. We used automated internal scripts (AdWords Scripts), external scripts (PHP), and Google Sheets, turning them into new listings from Zolo’s database and into paid search ads in under an hour. Now, users driving around neighborhoods while looking for listings online will land on Zolo first. 

The Results

• Signups a month: 10,000+
• CPA below initial goal by: 60%
• Trending towards YOY growth of: 2.6x
• Conversion increase: 35%

The Challenge

Hollyburn Properties Limited is a Canadian property management, real estate investment and purpose-built rental development company. Hollyburn manages and operates commercial properties and rental apartment communities nationwide, with nearly 6,000 suites in Vancouver, Calgary, Toronto, and Ottawa.

Knowing that searching for a rental property can be stressful, Hollyburn wanted to rebuild their website to make it as user-friendly as possible. With this in mind, Major Tom was tasked with creating an intuitive, fundamentally useful property management website. 

The Solution

Making a website intrinsically user-friendly meant shaping the platform in response to actual user behavior. With a strategy-first approach, we began by conducting an in-depth analysis of the organization and performing extensive research with web users. 

We discovered two notable things: there was a desire for improved UX and users were shifting through high volumes of data while on the move. High-performing mapping and search functions, particularly on mobile, was key. 

Our team meticulously redesigned the Hollyburn website, making it user-centric and task-focused. Every aspect of the search is geared towards allowing users to browse available units with ease. We created a consistent experience through a modular card system while improving speed and ease of use via a single-page application. The adaptive site is now task-orientated on mobile and functions like a native app.

The Results

• Increase in organic traffic: 78%
• Reduction in bounce rate: 25%
• Conversions: 1500+
• Website awards won: 4

The Challenge

COBS Bread is part of Bakers Delight, an Australian bakery franchise established in 1980. Since expanding from a multi-generational family business, there are now 700 bakeries worldwide.

COBS Bread was looking for a strategic partner to help continue its growth and momentum, and began working with our agency in August 2017. One particular challenge was that they have two very distinct audience groups that they need to target through their online activity in order to achieve their goals.

Firstly, they want to communicate with their customers, keeping them up-to-date with the latest offers and information in order to encourage them to visit one of their locations. Secondly, they want to engage with potential franchisees to help grow the COBS network across the continent.

The Solution

Major Tom looked to evolve their ineffective digital presence by overhauling their digital campaigns and redesigning their digital platform so that each target audience was provided with an exceptional digital experience tailored specifically for them.

On the franchisee recruitment side of things, COBS’ original digital marketing account structure for paid campaigns was inefficient due to broad targeting, keywords overlapping, ad extensions not used to their full potential, and budgets stretched thin across multiple geographies. We implemented a full overhaul, pinpointing key geographic areas, top converting search queries, refreshing creative, and utilizing the client’s first-party data to create custom audiences and lookalike targeting from email lists. Landing pages were also created for A/B testing and conversion rate optimization.

On the consumer side, we implemented an integrated digital marketing strategy, using display, video, social, and paid search campaigns to increase awareness of new products, and encourage product offer downloads, to ultimately drive users in-store. We also ran in-depth keyword research to determine top targeted terms for SEO efforts and site content, and executed a website migration strategy to ensure site authority was being maintained.

From a web design perspective, the challenge we faced surrounded providing a tailored experience to both end consumers and potential franchisees from the same platform. With a tremendous difference between the two audiences in terms of priorities and web browsing behavior, the new site takes an adaptive approach — a seamless mobile-first experience for consumer areas (Products & Meal Ideas) and desktop-first for the franchising area.

Through the use of granular data analysis, sophisticated targeting techniques, and user experience, we were able to create a stunning web presence that delivered on COBS Bread’s business goals.

The Results

With coordinated initiatives across Google, Facebook, Instagram, YouTube, Gmail Sponsored Ads, and Programmatic Media, Major Tom was able to reach the brand’s target audiences (both B2B and B2C) and deliver the right message to the right audience at the right time. We had the unique opportunity to both increase new franchisees for COBS as well as new end consumers.

The results of our engagement have been overwhelmingly positive. Even as the website was being constructed, the optimizations performed across COBS’ marketing channels delivered immediate returns.

Shortly after the website launched, we saw a 56% traffic increase YOY and a 54% increase in new users. The website’s ‘Find Nearest Bakery’ feature has also seen its conversion increase YOY by 70.4%. Additionally, franchise leads went up YOY by 42%. What has this lead to financially? COBS Bread not only increased their FY2018 sales by 11% but their cost-per-lead improved by 33%.