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

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Erica Lewis

Major Tom is easy to work with and offers the expertise we need.

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$0 to $10000
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I’ve been working with Major Tom as a trusted partner on our digital campaigns for quite a few years now. Our campaigns have been very successful, and they are great to work with. I can always count on them to provide valuable advice on the best channels to meet our objectives and how to work within our budgets and timelines.

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

Program Advertising for Professional-level Studies

What service was provided as part of the project?

Digital Marketing

Describe your project in brief

This project is a brand and program-level digital ad campaign focused on our professional programming options. Objectives are website traffic, conversions and lead capture. The campaign includes search and paid social channels.

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

They are friendly to work with and make it easy to get strong campaigns into market.

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

It would be great if they could copy details/info from previous campaigns over into new sheets to simply the set up process.

It would be helpful if they could provide some input on our seach copy.

Company Response
Major Tom
Major Tom

Erica, thank you for your insightful review. I have passed on your feedback to the team so that they know your kind words and also can address the areas for improvement. Coming close to 10 years of partnering, working with your team has been brilliant and we looking forward to continuing to grow together.

Posted on Nov 09, 2022
Katie Alexander

Satisfied Customer for over 20 Years, from Web Design/Development to our Online Advertising Strategy

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$0 to $10000
Completed

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We have worked with Major Tom as our online advertising and web development agency for over 20 years. They are insightful, hard working and provide wonderful communication. Would recommend their services!

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

New Website Design and Development

What service was provided as part of the project?

Web Development, Digital Marketing

Describe your project in brief

Major Tom designed our new website, worked closely with us for content, images and input. They deployed the web development in a wordpress theme that is friendly and easy for us to update in house.

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

Our Account Manager is consistently reviewing our online presence and performance

Very friendly team with easy communication that are readily available with questions whether big or small

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

Do find their web maintenance hourly rates could be more affordable

Company Response
Major Tom
Major Tom

We greatly appreciate the review, Katie, and many thanks for your points on the pros and cons. I have provided this feedback back to the team and we're all looking forward to our continued partnership!

Posted on Nov 04, 2022
Charis Ho

Great agency and such a pleasure to work with !

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Proactive, responsive and purpose-driven. The team is fantastic - I appreciate that they understand client needs and goals to create something that actually works !

What service was provided as part of the project?

Digital Marketing

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

Proactive solutions to continually improve ads and reach target audiences..

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

N/A - Appreciate working with you and looking forward to new ideas!.

Della Wheadon

The project brief and execution was clear and stress-free and we will use Major Tom for our next website projects.

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Major Tom developed the website for our first CPG brand, Panaji Naan (www.panajinaan.com) and facilitates the hosting and security as well. Everyone on the team continues to be helpful, professional and quick to respond to any and all of our concerns. I use the present tense because we have also decided to use Major Tom for our second CPG site. They are great to work with and I would recommend them to any business - large or small - looking for a website developer and digital partner.

What service was provided as part of the project?

Web Development

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

I appreciated that Major Tom provided me with a stress-free website development experience.. Their ongoing support gives me confidence that they can continue to take care of present and future needs.. Their response time is rapid and the DoneDone platform to submit tickets for resolution works great for us!.

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

I can't think of anything - we are a small fish in the big digital pond but the team at Major Tom made us feel valued..

Kevin Mazzone

Enjoyable experience in a space I didn't want to be an expert in

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$10001 to $50000
In Progress

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We have been working with Major Tom for over 10 years and started with them when they called 6S. I think we have used every service from them from SEO, website design, online market, Chinese online marketing, Weibo, google analytics and more.

I would highly recommend Major Tom as a one stop shop for medium to large businesses looking to expand their online presence.

The project managers are great and their follow up / reporting is stronger than anything I’ve seen from companies looking to steer our business away.

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

The Lazy Gourmet SEO and Online Marketing

What service was provided as part of the project?

Web Development, Business Services

Describe your project in brief

SEO, Online marketing, website design, Chinese online marketing, Google, facebook, instagram, analytics, adwords. All of these under one roof really helped focus on our business and not our marketing.

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

Their relationship with google really helped to make sure we were hitting our targets

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

When we were using multiple product lines, we could have used the project manager more effectively

Company Response
Major Tom
Major Tom

Thank you so much for your review. This is very valuable for our team to know and so greatly appreciate you taking the time to share this.

Posted on Feb 23, 2022
Oliver Cartmell

Would happily take our next project to Major Tom Agency

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$10001 to $50000
Completed

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Highly professional, detail oriented team who offer a wide range of digital and marketing services without compromising on quality.

We've worked with Major Tom for close to 5 years and are very grateful for their role with our ongoing success.

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

RBC GranFondo Whistler cycling website

What service was provided as part of the project?

Digital Marketing, Web Development

Describe your project in brief

At RBC GranFondo, we strive to stage cycling events that are beyond world class. Starting by choosing locations to inspire and challenge the senses in equal measure, we then build a whole weekend experience fully tailored to bring people together, celebrate their achievements and create memories that last a lifetime

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

{"1":"Detail oriented and always available to help with troubleshooting problems"}

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

{"1":"Were not able to offer alternative pricing solutions during the pandemic"}

Company Response
Major Tom
Major Tom

Thank you so much for your feedback. This is valuable both for our team and potential clients.

Posted on Feb 23, 2022
Lisa Hurlbutt

Top Notch

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Project Detail

$10001 to $50000

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Review Summary

Major Tom is an amazing company to work with. They are strategic, inclusive, innovative and constantly questioning the status quo. They genuinely want your organization to succeed and will do what it takes to make you stand out in a crowded and complex environment. I highly recommend them.

What service was provided as part of the project?

Digital Marketing

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

Responsive and caring.

Company Response
Major Tom
Major Tom

Thanks Lisa!

Posted on Mar 16, 2021
Pher Gautreau

Major Tom helped us with rebranding and we honestly couldn't be happier! Outstanding work!

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$10001 to $50000

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Miles and the team at Major Tom have done outstanding work on redefining our brand by creating a new modern, stylized logo, graphics and tagline that we are extremely excited about. They're very easy to work with, always keeping it light, yet very focused and professional. They were able to distill our nebulous idea of who we are as a company and refine it into something eye catching and current. The new logo, wording and tagline they came up with hit all the marks for us, and everyone we show is wowed.

Major Tom took "Ground Control" from the get go. :) They went above and beyond and we couldn't be happier!

What service was provided as part of the project?

Digital Marketing

Company Response
Major Tom
Major Tom

When you smile, we smile!

Posted on Feb 11, 2021
Paul Malfara

Exceptional service and outstanding results!

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$10001 to $50000

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Major Tom has managed our SEO and SEM efforts for many years with outstanding results! The team has been exceptional and they all know their stuff! Their expertise and optimization has allowed us to increase our conversion rates while reducing our lead costs. I would highly recommend working with them for your digital marketing needs!

What service was provided as part of the project?

Digital Marketing

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

The professionalism and knowledge really come across in the results they deliver.

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

Everything was great.

Company Response
Major Tom
Major Tom

We're glad you're delighted by our service throughout the years and you're an absolute delight to work with.

Posted on Dec 28, 2020
Susannah Tighe

LOVE Major Tom!

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MT is a fabulous agency. We love the team and they've done a great job!

What service was provided as part of the project?

Web Development

Matthew Minson

Always a Pleasure to Work With

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Project Detail

$10001 to $50000

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Whenever we have a major campaign we can rely on their expertise from start to finish. From initial strategy to final report everything is taken care of, delivered on time, and usually right on the KPI target.

What service was provided as part of the project?

Digital Marketing

Company Response
Major Tom
Major Tom

Thanks, Matthew! It takes two for a great partnership to work and so thank you for being awesome.

Posted on Dec 28, 2020
Hunter Dodson

Service - Major Tom

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$0 to $10000

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Major Tom has been a fantastic partner so far. They immediately helped us better understand the digital value we can bring to our own clients and continue to do so every month. We look forward to continuing our relationship in the future.

What service was provided as part of the project?

Web Development

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

Major Tom has been a fantastic partner so far. They immediately helped us better understand the digital value we can bring to our own clients and continue to do so every month. We look forward to continuing our relationship in the future.

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

Continuing to provide clarity in areas that we don't have as much of an understanding as we'd like is always valued and welcome!

Brad Bissonnette

A Strong Strategic Partner

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Project Detail

$200000+

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Major Tom is a trusted advisor and partner and have been instrumental in the growth of our brand. They have a strong strategic and customer centric approach that aligns well with we value in a partnership.

What service was provided as part of the project?

Digital Marketing

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

Strategic focus and results driven.

Company Response
Major Tom
Major Tom

We greatly value our partnership and look forward to another year of growing your business.

Posted on Dec 28, 2020
Yvonne Anderson

Great service and trust

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$10001 to $50000

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Major Tom knows what they are doing when it comes to lead generation... and much more. I have worked with Tina and her team for a few years and she knows how to anticipate our needs, make adjustments when ads, images, or copy might not be working, and they are on the ball with letting us know what changes to expect when algorithms change- which is frequent. I know my marketing is in good hands.

What service was provided as part of the project?

Digital Marketing

Sylwia Smusz

Great!

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Major Tom has an amazing team that is communicative, knowledgable and above all, genuine. It's been a great partnership so far!

What service was provided as part of the project?

Digital Marketing

Company Response
Major Tom
Major Tom

Sylwia, you're a dream to work with!

Posted on Dec 28, 2020