Major Tom

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A brand as great as yours deserves great marketing. Grounded in results, Major Tom helps your ROI and ROAS blast off with planning and performance under one roof. With us, you’ll get strategic innovation as well as top-tier tactical execution.

That is why brands, including PepsiCo, SAP, DoorDash, and Criteo, partner with us.

Your Major Tom team is made up of some of the brightest minds from all corners of the web. And, the people are custom-picked to suit your organization’s needs. 

By getting to know your brand inside and out, we can innovate on your behalf — it is why we favor long-term partnerships. Covering the full spectrum of strategy, marketing, development, and creative in New York, San Francisco, Vancouver, Toronto — and remotely — there’s a Major Tom team for you.

$150 - $199/hr
50 - 249
2000
Locations
Canada
490-1090 Homer Street, Vancouver, British Columbia V6B 2W9
6046426765
United States
434 West 33rd Street, NYC, New York 10001
2126039667
Canada
317 Adelaide Street West, #801, Toronto, Ontario M5V 1P9
4168926767
United States
2282 Cottle Avenue, San Francisco, California 95125

Focus Areas

Service Focus

34%
33%
33%
  • Digital Marketing
  • Web Development
  • E-commerce Development

Client Focus

100%
  • Medium Business

Industry Focus

25%
25%
25%
25%
  • Business Services
  • Consumer Products
  • E-commerce

Major Tom Executive Interview

Miles Sellyn
Miles Sellyn
President
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Please introduce your company and give a brief about your role within the company?
Major Tom is a full-service digital agency that’s been purpose-built to help organizations thrive in an increasingly complex landscape. With offices in New York, Toronto, and Vancouver, Major Tom has a team of 55 specialists covering the full spectrum of strategy, marketing, development, and creativity.

As President of Major Tom, my role is fairly multi-faceted. I am responsible for the long-term strategic vision of the organization, as well as culture and new product development. Beyond that, I am fairly involved in leading the initial stages of many strategic engagements with our clients, as well as supporting the business development team.
Mention the objectives or the parameters critical in determining the Digital Marketing Strategy for a client.
One of the most important things to consider when crafting a digital marketing strategy is that, for most organizations, you are operating with limited resources. That means that you are likely not able to do all things to the level that they are going to be effective. As such, you need to consider not only how you are executing various initiatives, but what those initiatives are and why you are doing them in the first place. Ideally, you have a clear attribution strategy where you are measuring ROI and ROAS for all different channels and are thus able to make informed decisions about how to allocate your resources.
How does your company differentiate itself from the competition?
Whereas most agencies place a focus on either strategy (what you should do and why) or tactics (how you do something), we’ve built a team with the ability, expertise, and capacity to deliver both strategic consulting and excellent tactical execution.
What industries do you generally cater to? Are your customers repetitive? If yes, what ratio of clients has been repetitive to you?
Our client base is fairly diverse, but we have significant expertise and experience in eCommerce, CPG, real estate, B2B, technology, and health care. While we service both project-based work and ongoing relationships, our clients generally work with us on a long-term basis, and we create strategies to reflect that long-term focus.
Please share some of the services that you offer for which clients approach you the most for?
Currently, our eCommerce, web design and development, and Amazon services are in high demand. These services complement one another and by taking a holistic view of the client’s business, we make sure these various areas are designed and optimized to drive the best results. Additionally, having started off as an SEO agency over twenty years ago, we are still very well known for our SEO and paid search services. This then tends to lead our clients to use our paid social and media buying expertise too.
What do you find to be some of the most key factors for running a successful agency in the field of Digital Marketing?

There are perhaps too many to list, so I’ll focus on the most important: the people. We are a service-based industry, which means that the quality of our work, and the quality of our delivery of that work, is paramount. You can have the best processes, the best positioning, the best tools, but if your people aren’t great, you will not be successful.
What are the key factors that you consider before deciding the cost of a project?
Approximate time and effort our team, available resources, timeline, scope, and value to the client’s business objectives.
What kind of payment structure do you follow to bill your clients?
Depends on the project, but generally a portion as a deposit and the remainder based on milestones. For ongoing work, we generally bill monthly.

Major Tom Clients & Portfolios

Key Clients

  • PepsiCo
  • Jacuzzi
  • SAP
  • DoorDash
  • Hootsuite
  • KPMG
  • Canon
  • Motion Picture Association of America
  • TSN
  • Bell Media
  • The Salvation Army
  • Mission Hill Family Estate
  • Clarins
  • Maison Birks
  • Teck Resources
  • Seneca Collage
  • NYU

OUAI: A paid media pivot to ensure long-term growth
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OUAI: A paid media pivot to ensure long-term growth
  • OUAI: A paid media pivot to ensure long-term growth screenshot 1
$100001 to $500000
25 weeks
Retail

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
Teck Resources: An award-winning multi-channel media campaign
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Teck Resources: An award-winning multi-channel media campaign
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$100001 to $500000
40 weeks
Industrial

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
  • 9M+ Video views
  • 165k+ New users on the campaign landing page
thinktum: turning AI-powered insurance innovation into a compelling, human-centric brand
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thinktum: turning AI-powered insurance innovation into a compelling, human-centric brand
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$100001 to $500000
40 weeks
Insurance

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.

Oliver: A rebrand to differentiate without losing equity
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Oliver: A rebrand to differentiate without losing equity
  • Oliver: A rebrand to differentiate without losing equity screenshot 1
$100001 to $500000
40 weeks
Business Services

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. 

Kerrisdale Lumber: A Google Ads overhaul for a 133% revenue growth
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Kerrisdale Lumber: A Google Ads overhaul for a 133% revenue growth
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$10001 to $50000
14 weeks
Retail

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
Mission Hill: A 99% increase in website sessions by cultivating a user-centered approach
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Mission Hill: A 99% increase in website sessions by cultivating a user-centered approach
  • Mission Hill: A 99% increase in website sessions by cultivating a user-centered approach screenshot 1
$50001 to $100000
40 weeks
Food & Beverages

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
Phantom Screens: A digital marketing strategy leading to 16,000 qualified leads
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Phantom Screens: A digital marketing strategy leading to 16,000 qualified leads
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$50001 to $100000
40 weeks
Manufacturing

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
Criteo: A 200% increase in organic SEO traffic for a B2B leader: Digital strategy done right
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Criteo: A 200% increase in organic SEO traffic for a B2B leader: Digital strategy done right
  • Criteo: A 200% increase in organic SEO traffic for a B2B leader: Digital strategy done right screenshot 1
$10001 to $50000
20 weeks
Business Services

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
Zephyr: An integrated digital media strategy resulting in 4.4 million impressions in 6 months
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Zephyr: An integrated digital media strategy resulting in 4.4 million impressions in 6 months
  • Zephyr: An integrated digital media strategy resulting in 4.4 million impressions in 6 months screenshot 1
$50001 to $100000
30 weeks
E-commerce

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
Seneca Collage: A recruitment campaign with 198% conversation rate
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Seneca Collage: A recruitment campaign with 198% conversation rate
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$100001 to $500000
30 weeks
Education

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.
The Salvation Army: Charitable initiatives with a big digital bang
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The Salvation Army: Charitable initiatives with a big digital bang
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$10001 to $50000
12 weeks
Public Sector

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
Swiss Water: Wake up and smell the storytelling
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Swiss Water: Wake up and smell the storytelling
  • Swiss Water: Wake up and smell the storytelling screenshot 1
$50001 to $100000
19 weeks
Food & Beverages

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+
Loeffler Randall: Connecting the digital dots in the luxury fashion landscape
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Loeffler Randall: Connecting the digital dots in the luxury fashion landscape
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$50001 to $100000
21 weeks
E-commerce

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%
Zolo: Blending AI and advertising to drive aggressive growth
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Zolo: Blending AI and advertising to drive aggressive growth
  • Zolo: Blending AI and advertising to drive aggressive growth screenshot 1
$100001 to $500000
21 weeks
Real Estate

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%
Hollyburn Properties: Revolutionizing the way Canadians rent
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Hollyburn Properties: Revolutionizing the way Canadians rent
  • Hollyburn Properties: Revolutionizing the way Canadians rent screenshot 1
$50001 to $100000
27 weeks
Real Estate

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
COBS Bread: Translating an amazing in-store experience into an online campaign
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COBS Bread: Translating an amazing in-store experience into an online campaign
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$50001 to $100000
27 weeks
Consumer Products

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%.

Major Tom Reviews

4.9 35 Reviews
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Creative + Communicative

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$10001 to $50000
In Progress
Government

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Major Tom was great to work with, and were awesome at being flexible to our changing needs. They were able to capture input from various stakeholders and help build out our new program's identity.

What was the project name that you have worked with Major Tom?

Program Branding

What service was provided as part of the project?

Digital Marketing

Describe your project in brief

A program branding exercise that involved naming, creating digital assets, and an explainer video.

What is it about the company that you appreciate the most?

Super easy to work with, punctual, responsive, out of the box thinking.

What was it about the company that you didn't like which they should do better?

Nothing really, I would say maybe their creativity needed to be reeled in or directed once, but it was actually kind of nice to see a completely different direction the project could have taken.

Omer Imran Iqbal

Excellent agency to partner with

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$10001 to $50000
In Progress
Manufacturing

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We've had a fantastic experience with Major Tom over the past few years. Their paid media expertise has been a game-changer for our business. The team's strategic approach and deep understanding of our industry help consistently deliver positive results.

From Google Ads to social media campaigns to Connected TV, their proficiency shines. Major Tom is not just a vendor but a valued partner in our growth journey. I highly recommend it to businesses seeking a top-tier paid media agency!

What was the project name that you have worked with Major Tom?

Retainer / Ongoing ser

What service was provided as part of the project?

Digital Marketing

What is it about the company that you appreciate the most?

We highly value proactive communication and transparency, which are hallmarks of their service.

What was it about the company that you didn't like which they should do better?

Occasional delays in reporting and sometimes communication

Moriah Shtull

Ongoing Marketing

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Project Detail

$50001 to $200000
NGOs

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Major Tom is the digital advertising agency we use at my company. They're incredibly efficient and knowledgeable! We are so appreciative of their insight and support.

What service was provided as part of the project?

Digital Marketing

Describe your project in brief

Major Tom is the digital advertising agency we use at my company. They're incredibly efficient and knowledgeable! We are so appreciative of their insight and support.

What is it about the company that you appreciate the most?

Major Tom is the digital advertising agency we use at my company. They're incredibly efficient and knowledgeable! We are so appreciative of their insight and support.

What was it about the company that you didn't like which they should do better?

I think they could be a bit more responsive but I also say that acknowledging that on the client side, we are often scatter-brained as well.

Anujan Nakkeeran

Excellent service from end to end

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Project Detail

$0 to $10000
In Progress
Education

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Major Tom is an excellent agency to work with from end to end. They excel in the digital space and provide an assortment of services that align with your needs.

What was the project name that you have worked with Major Tom?

Lookalike remarketing

What service was provided as part of the project?

Digital Marketing

What is it about the company that you appreciate the most?

Weekly touchpoints to keep up-to-date with all the ongoing projects.

What was it about the company that you didn't like which they should do better?

Nothing that I can think of.

Jasmine Yeung

Client-focused agency with tailored solutions

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Project Detail

$10001 to $50000
Completed
Education

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Review Summary

A great agency to work with and an important partner for our organization. The team is client-focused, highly responsive and works with us to reach our strategic goals. They work closely with us to understand outcomes, find solutions and identify new opportunities. I value the immense knowledge and expertise they bring to the table!

What was the project name that you have worked with Major Tom?

Annual Digital Campaign

What service was provided as part of the project?

Digital Marketing

What is it about the company that you appreciate the most?

Highly responsive. Data-driven solutions.

What was it about the company that you didn't like which they should do better?

N/A

Alexandra Greene

Collaborative and Reliable Partners

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Project Detail

$50001 to $200000
Completed
Other Industries

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Review Summary

My organization has been partners with Major Tom and its many evolutions for the last seven years. In that time I’ve seen so much evolution and strategic growth in the way that they and every team member shows up for us and our business. They’re quick to respond, always ready to offer suggestions on how to improve and optimize, and have been reliable and trustworthy partners for a broad scope of our digital initiatives. As the Web and Email Lead for The Little Potato Company, I’ve also navigated two website redesigns with the team at Major Tom, and have been proud to collaborate with them on both. They’ve helped bring us bring our new brand to life on our digital channels and I’m excited to see what we continue to create together.

What was the project name that you have worked with Major Tom?

Website Redesign

What service was provided as part of the project?

Web Development, Digital Marketing

Describe your project in brief

Major Tom helped us completely redesign our website from the foundation up. Through it all they were steady partners who supported our vision, took feedback in stride, and helped us bring our brand to life on the site. This is the second website redesign I've worked on with their team and would recommend them to anyone looking for a partner on a project like this.

What is it about the company that you appreciate the most?

Reliable communication, thoughtful strategy, and true investment in the brands they work with. They always come to the table excited with new ideas on how we can continuously evolve how we show up and help us bring those visions to life.

What was it about the company that you didn't like which they should do better?

As a longtime client, the one area I find some frustration in is when there's turnover or hand-off from project leads or when roles are transferred, I feel like their internal documentation could be improved when it comes to how our established workflows and project executions should be flowing.

Major Tom

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Project Detail

$0 to $10000
In Progress
Real Estate

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Major Tom's team is a pleasure to work with. They are responsive, professional, friendly, and always willing to help. This, along with their knowledge and resources, is why they have remained a leader in their industry.

What was the project name that you have worked with Major Tom?

Corporate

What service was provided as part of the project?

Digital Marketing

What is it about the company that you appreciate the most?

Major Tom's team is a pleasure to work with. They are responsive, professional, friendly, and always willing to help. This, along with their knowledge and resources, is why they have remained a leader in their industry.

What was it about the company that you didn't like which they should do better?

Nothing comes to mind.

Alexander Renowitzky

One of the best firms to work with

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Project Detail

$200000+
Completed
Manufacturing

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Review Summary

The team at Major Tom has surpassed our expectations. From top to bottom, their work ethic, professionalism, and excellent results speak for themselves. I could start naming everyone on the team, but I would hate to miss someone. I would hands-down recommend their services.

What was the project name that you have worked with Major Tom?

Corporate Website Re-Design & Development

What service was provided as part of the project?

Web Development

Describe your project in brief

Layfield required a complete company website redesign, from research to development. Major Tom adopted the project from the initial stages, from individual interviews, creating Voice guides, copy-writing, and final development. To this day, we still use their services for any required updates and changes.

What is it about the company that you appreciate the most?

Their approachability and problem-solving approach to their job. Great results.

What was it about the company that you didn't like which they should do better?

It is hard to meet with them in person, but their online response it top notch.

Alison Sylvester

Client-focused agency with proven experience executing large-scale digital advertising campaigns.

Rating Breakdown

  • Quality
  • Schedule & Timing
  • Communication
  • Overall Rating

Project Detail

$200000+
In Progress

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Review Summary

It's been a pleasure to work with Major Tom on a number of large-scale digital advertising projects. They have facilitated audience-focused, results-oriented campaigns that align with our brand’s overall strategic goals. They have done an excellent job collaborating with our teams and executing our nationwide campaigns effectively.

What was the project name that you have worked with Major Tom?

Ongoing digital ads for Seneca College

What service was provided as part of the project?

Digital Marketing

Describe your project in brief

Ongoing digital ads across various platforms (social, programmatic, video, etc.) promoting Seneca College's various offerings on a brand-level and program-specific level. A large number of ongoing campaigns running simultaneously.

What is it about the company that you appreciate the most?

audience-focused, results-oriented campaigns that align with our brand’s overall strategic goals

weekly calls to align strategy and touch base on ongoing initiatives

What was it about the company that you didn't like which they should do better?

occasionally experienced slow response times via email in relation to campaign questions

Company Response
Major Tom
Major Tom

Hi Alison, thank you so much for the review and I have made a note about the response time. Wishing you all the best this festive season!

Posted on Dec 22, 2022
Natasha Eng

We've been a client for over 10 years and have continually been impressed by their high level of expertise, communication + professionalism.

Rating Breakdown

  • Quality
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  • Communication
  • Overall Rating

Project Detail

$50001 to $200000
In Progress

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Review Summary

Major Tom is a top-notch agency. We've been a client of theirs for over 10 years and have continually been impressed by their high level of expertise, communication and professionalism and how they've been able to adapt and evolve with our company and goals over the years. Highly recommend!

What was the project name that you have worked with Major Tom?

Ongoing Support for Blanche Macdonald Centre

What service was provided as part of the project?

Web Development, Digital Marketing

Describe your project in brief

Major Tom's services provide ongoing support for our school in the Google and Microsoft realm, SEO etc. Previously they have helped us with Meta ads. Monthly reports and recommendations.

What is it about the company that you appreciate the most?

Our Accounts team are really great communicators and understand our business well.

They have a very strong Google Ads team that are always on top of everything.

What was it about the company that you didn't like which they should do better?

Would love for them to expand their service offerings to include Tiktok.

Company Response
Major Tom
Major Tom

Thank you for the review, it means a lot from a client we have worked closely with for the last decade. Regarding TikTok, we are working on building this out more robustly. Stay tuned!

Posted on Dec 01, 2022
Robin Brewer

Major Tom is a great strategic partner, they dig into research and want to go deep into platforms.

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I ahve been working with Major Tom for about two years and they have been a great strategic partner. The team is great at wanting to get deep into platforms that we know prefrom well with our audience.

What service was provided as part of the project?

Digital Marketing

What is it about the company that you appreciate the most?

the team is very friendly and knowledgeable in there areas

What was it about the company that you didn't like which they should do better?

I would like them to step outside of their comfort zone a bit more.

Company Response
Major Tom
Major Tom

Thank you for your view, Robin. It is great to hear what you think of us and I'll be sure to pass your thoughts onto the team. Here's to an even better 2023!

Posted on Nov 23, 2022
Chris Ferris, PhD

Major Tom was a good website and Google Ad partner for several years.

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Pierpont worked with Major Tom to design our shiny new website (https://www.piercom.com/) and manage our Google Ads. The team members at Major Tom were knowledgeable, helpful, and responsive.

What service was provided as part of the project?

Web Development

What is it about the company that you appreciate the most?

Deep knowledge of Google Ads, ROAS, website development, web design, SEO

What was it about the company that you didn't like which they should do better?

Started to take our business for granted after we had been a client for several years

Company Response
Major Tom
Major Tom

Hi Chris, many thanks for your review especially as you have been both a client and partner with Major Tom.

Posted on Nov 17, 2022
Blair Mantin

Key strategic partners for 12 years+, the best in the biz

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Major Tom has been a key strategic partner of ours for more than 12 years now. Without a doubt they are a team of top-notch professionals who deliver on their promises and take pride in their clients' success and growth. Our relationship with Major Tom is a competitive advantage for us.

What service was provided as part of the project?

Digital Marketing

What is it about the company that you appreciate the most?

They are industry leaders - we are always kept ahead of new developments

What was it about the company that you didn't like which they should do better?

No specific recommendations to share at this point in our working relationship

Company Response
Major Tom
Major Tom

Having been a partner for so long, your review is incredibly important. So thank you, Blair, for sharing such a glowing review. You and your team have been incredible to work with and here's to an even brighter future!

Posted on Nov 16, 2022
Morgan Mallett

Major Tom was friendly, super knowledgeable and responsive—I'd work with them again.

Rating Breakdown

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  • Communication
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Project Detail

$0 to $10000
In Progress

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Review Summary

Just great—they are constantly updating themselves about the latest Google products and ads, so we didn't have to. Their descriptions of the ad changes + strategies associated with these changes made sense and were super valuable. I loved how accessible MT is for any questions we had.

What was the project name that you have worked with Major Tom?

Ongoing Digital Marketing Consultation + Analysis

What service was provided as part of the project?

Web Development

Describe your project in brief

Ongoing Digital Marketing Consultation + Analysis, centering around Google Ads. MT recommends Google products and analyses + interprets the results of our campaigns. They are really up-to-date on any changes (however subtle!) Google has made to any of their ad systems.

What is it about the company that you appreciate the most?

Easy access to answers from their team. This was invaluable!

Friendly folks working there who took the time to understand higher education's unique ad needs.

Customization of services was super handy, especially for changing ad budgets.

What was it about the company that you didn't like which they should do better?

Nothing, really. They were wonderful to work with and took the time to really understand our business.

Company Response
Major Tom
Major Tom

Thank you so much for the detailed and honest review, Morgan. We hold ourselves to our 5 core values and it's great to see how our partners benefit from this. Here's to a greater 2023!

Posted on Nov 11, 2022
Theresa Ritson

It has been my absolute pleasure to partner with Major Tom for the past 10+ years

Rating Breakdown

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  • Communication
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Project Detail

$0 to $10000

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Review Summary

Whether you’re considering a new agency to partner with for your digital needs or you don’t yet know what is even possible, Major Tom is the full package, with professional connections, tools and technical abilities delivered with a caring (and patient) personal touch.

What service was provided as part of the project?

Digital Marketing

What is it about the company that you appreciate the most?

They have highly knowledgeable people to thoughtfully cover all things digital, from website basics to complex campaigns, SEO strategy to online ads t

Their finger is firmly on the pulse of current trends, and they always have future-proofing in mind to anticipate client needs and stay ahead of chall

What was it about the company that you didn't like which they should do better?

Keep up the amazing work that you do in all things - please!

Company Response
Major Tom
Major Tom

Thank you so much for your glowing review, Theresa, you have made our day! It has been, and continues to be, an absolute pleasure working with your team. It takes two to make a fantastic partnership so thank you all for being such amazing team players and human beings in general.

Posted on Nov 09, 2022