This is a movement. One with great momentum. We're all about big things. Born of the belief that two heads are better than one, and three heads forever trump two, we've assembled, grand aspirations in tow, and we've built a community.
Mission The whole is greater than the sum of its parts. We are individuals, yes. Each of us, like you, hailing from different backgrounds, different cities and countries of origin, bred on different bodies of thought. But our community is not confined by boundaries. It is both tangible, and intangible at once. We are here, and we are everywhere.
We are Community.
One by one, we've come together. Congregating in the name of innovation, imagination, and ingenuity. We are a group of like minds, bound by one common thread. We are ideas people, free thinkers, and creative visionaries.
We are a band of outsiders, perched on the periphery of convention. Outside the lines we colour. Outside the box we think. Besides, boxes are for squares anyway.
We have mastered the art of communication, using pictures, words, and inventive devices. If you have something to say, we are your carrier pigeon, your smoke signal, your bullhorn on a soapbox.
We build experiences, we enrich, and we educate. Operating both onsite and online, paper, plastic, or pure word of mouth. We are social mediums. We are facilitators, and fabricators, dreamers, idea developers, and we execute with inclusivity at the core.
Project made for KOHLER in the Construction industry for a B2C audience in 2019.Kohler engaged Community for its extensive premium home furnishing experience, with brands that include Caesarstone & Hunter Douglas, to support always-on search and display efforts for its national showrooms.Objective:Develop an always-on SEM strategy, including a landing page and seasonal, campaign-based initiatives, to drive traffic and qualified leads to Kohler’s approved national showrooms.Execution:Community developed a robust strategy that geo-targeted areas within 100km of each Kohler showroom, emphasizing the brand’s focus on premium design across faucets, sinks and toilets through key messaging. Levering demographic data and layering in audience affinity data, we were able to build consumer personas, better targeting potential in-market customers based on their behaviour and interests. Campaigns, keywords and ads were created for each major product line, which has proved incredibly successful.A/B testing has been a major aspect of the campaign’s success. With ongoing testing and daily optimizations to the different aspects of the campaign - targeting, keywords, ad sizes, images and copy, etc., we have been able to achieve exceptional results.Results: * Over 12M Impressions across Display & Search campaigns. * Over 100K clicks. * 0.5% increase in Search CTRs after taking over the account; some Ad Groups had CTRs as high as 8%. * 0.2% increase in Display CTRs after taking over the account. * The CPA dropped by $1 after taking over the account. * The conversion rate quadrupled, at an average of 16.66% across Display & Search campaigns. * Search Impression Share doubled, reaching ~30%.
Project made for Canadian Tire in the Retail industry for a B2C audience in 2018.Challenge:Community was tasked with finding a way to make Canadian Tire and Jumpstart a more relevant brand to transitional millennials, and ultimately change their first- choice-retailer perceptions – all while raising funds to support the charity. To do this, the brand had to become socially aware, tech-savvy, and enhance its digital presence. Solution:Community created three custom toasters: The Great Toaster for Wayne Gretzky, The Toews-ter for Jonathan Toews, and The Toaster of Tomorrow for Connor McDavid. Each toaster was not only decked out with the corresponding star’s beautiful face, but each toaster toasts the face right on to the bread. Execution:To jumpstart our toaster sales and awareness, we needed an integrated digital approach to ensure viral amplification. The entirely social/digital lead campaign kicked off with three videos – one for each player, posted from their personal accounts as well as Jumpstart brand accounts. We seeded the content in hockey forums on Reddit, built further awareness through influencer and athlete partner content - all planned and/or shot by Community. A pre-launch email campaign sent to the Jumpstart customer list converted at 12%. Social videos were complemented with custom website takeovers planned to drive traffic, programmatic banner ads designed to convert, tailored search ads, as well as pre-roll and video view units on all social channels and YouTube to build momentum in a short period of time. With the whole campaign designed to engage and convert, media dollars were optimized in real-time, responding to sales transaction data and earned media coverage as it occurred. This allowed us to adjust our messaging to create additional urgency, which ultimately drove us to the success of selling out entirely in less than 24 hours. Results:After the campaign went internationally viral, toasters sold out in less than 24 hours, and boasted: * $250,000 raised for charity * 55MM+ digital impressions * 1.7MM Video Views (67% organic views) * 80K visitors to the site in one day
Project made for Dinner With a View in the Entertainment & Events industry for a B2C audience in 2019.Dinner with a View is a pop-up dinner experience took place in Toronto and Montreal. They engaged Community to develop a 360 digital strategy to build awareness and increase the ticket purchase.Objective:Develop a 360, 2 months strategy to drive traffic to the Dinner With a View website with a conversion (ticket purchase) as a top priority. Execution:Community developed a robust, hands-on-keyboard self-serve model that is conversion-focused. The Digital Marketing strategy included: Search, Display, Social, Programmatic and Retargeting to improve top-funnel awareness and lower funnel conversion. Leveraging demographic data and layering in second and third-party audience affinity data, we were able to build consumer personas, better targeting potential in-market customers based on their behavior and interests. Campaigns, keywords, and ads were created for each location. With ongoing testing and daily optimizations, the tickets sold out before the client’s desired sold-out date. Results: * Over 17M Impressions * Over 127K traffic to the website * 1360 total ticket sales * CPA: $26.59 (cost per ticket sales) where ticket price was $120 * CPC: $0.30
Project made for Caesarstone in the Construction industry for a B2C audience in 2019.Challenge:Caesarstone Canada could not reach the level of website traffic they desired as well as the customer portfolio in the Canada market. Solution:Develop an always-on strategy to drive increased traffic to the Caesarstone website and its showroom/specialist network, with conversion as a top priority. Execution:Community developed a conversion-focused digital marketing strategy that included: search, display, programmatic, native and retargeting to improve top-funnel awareness and lower funnel conversion. Levering demographic data and layering in second and third-party audience affinity data, we were able to build consumer personas, better targeting potential in-market customers based on their behavior and interests. An always-on showroom/specialist campaign was also launched in February, with geo-targeting 40km of each Caesarstone dealer.A/B testing has been a major aspect of the campaign's success. Additionally, understanding the audience's behavior in terms of their interests, the devices they're using, the terms they're searching for on search engines was one of the key aspects of the campaign's success. With ongoing testing and daily optimizations to the different aspects of the campaign - targeting, keywords, targeted devices, ad sizes, images, and copy, etc - we have been able to achieve amazing results. As a result of all the work and successful KPIs, we're now working for Caesarstone US digital media operations as well.
Project made for Livemore in the Real Estate industry for a B2B audience in 2019.After introducing Toronto’s premiere purpose-built rental tower to the city, it was time to fill it. Where other real estate opportunities traditionally end after selling all inventory, this project offered the unique challenge of creating an ongoing strategy to keep the lease rate in the building as close to 100% as possible, consistently filling the pipeline with potential new renters.Objective:Develop an always-on digital media program to drive traffic to The Livmore website and appointment booking engine (LeadManaging), with the goal of increasing qualified leads and converting some of those connections into building residents.Execution:Community developed an integrated digital campaign strategy that included social placements on Facebook & Instagram, as well as direct response ads through search, programmatic and retargeting.The integrated strategy was designed to drive a maximum amount of qualified to the website within the campaign budget. Retargeting + lookalike lists were built to retarget website visitors with additional prompts, including customized creative. Optimizing daily to maximize budget efficiency, and content relevant to our target. With multiple ad variations for each channel, we were able to effectively A/B test and promote the most compelling creative and messaging, optimizing daily within and across channels to ensure the highest return on ad spend.Results: * Over 56M Impressions, and counting * Over 100K traffic, and counting * Over 10K leads, and countingOur CTR & CPA numbers have been increasing, even with lower impression and click volumes, while our CPC remains steady at $0.25 which is 70% lower than industry standards. The campaign remains “always-on” and we are now working on Digital Strategy 2.0 for their new tower in High Park.
Project made for Hunter Douglas in the Home Services industry for a B2C audience in 2019.Challenge:Hunter Douglas was starting to experience a decline in sales and needed to reach a broader Canadian audience. Hunter Douglas is a premium product with a premium price tag attached. In order for our "Home Enhancers" to understand the true benefit of Hunter Douglas window coverings, we needed to create an emotional connection to the brand. Solution:Develop a 360, always-on strategy to drive increased traffic to the Hunter Douglas website and its showroom/specialist network, with conversion as a top priority. Include seasonal, campaign-based initiatives throughout the fiscal in line with key promotions - e.g "Energy Meets Elegance Event" & "Own The Light"Execution:Community developed a robust, conversion-focused digital marketing strategy that included: search, display, social, programmatic, native and retargeting to improve top-funnel awareness and lower funnel engagement. Levering demographic data and layering in second and third-party audience affinity data, we were able to build consumer personas, better targeting potential in-market customers based on their behavior and interests. Campaigns, keywords, and ads were created for each major product line, which ensures the dollars are working as hard as possible and that the campaigns are not cannibalizing on one another. A standalone showroom/specialist was also launched recently, with geo-targeting 40km of each Hunter Douglas showroom to direct local, in-market audiences to visit their nearest retailer, touch the materials and speak with a specialist; in-person conversion levels are particularly high for this client and their range of products. A/B testing has been a major aspect of the campaign's success. With ongoing testing and daily optimizations to the different aspects of the campaign - targeting, keywords, ad sized, images and copy, etc - we have been able to achieve exceptional results.