AM Group of Companies, founded in 1956, is a third-generation family-owned home exteriors service provider. AM Group approached GIANT Creative with a need for a strategic shift to enhance their brand presence and reach a broader, more qualified customer base in Ontario.
Challenges
AM Group sought to modernize its brand and expand its reach across Ontario. The main challenges included:
- A complete rebrand was required due to the fragmented branding with multiple logos across divisions.
- Absence of defined customer personas hindered effective messaging and audience engagement.
- There was a digital disconnect with their audience – outdated websites and social media presence limited online visibility and lead generation.
- Seasonal fluctuations and lack of targeted marketing resulted in declining lead volume.
- Inability to reach a broader, qualified customer base capped expansion potential.
SOLUTION
Transforming AM Group
GIANT undertook the task of transforming AM Group’s branding and customer outreach strategy.
Marketing Research
In-depth analysis of targeted variables such as age, gender, income level, geo-location, education, behaviours and psychographics to understand the market better.
Creative Strategy
Development of a new brand image and communication strategy that resonates with AM Group’s diverse customer personas.
Deployment
Implementation of a comprehensive digital paid strategy, including PPC, SEM, and programmatic advertising within a 50-mile radius of five locations in Ontario.
Ad Development
Utilization of a variety of ad formats, including static images, animations, and videos, across Google Ads, Facebook, and Instagram.
RESULTS
The campaign led to GIANT outcomes
AM Group of Companies was repositioned to AM Group Exteriors to encompass all divisions under the brand ethos. Remarkable success was achieved across key metrics. The campaign achieved a remarkable Return on Ad Spend (ROAS) of 15-1, which is 300% above the industry average of 5-1. The campaign’s Cost Per Lead was 30% below industry norm, signalling higher ad efficiency in acquiring leads. The campaign reached 500K+ targeted audience, showcasing its wide reach and impact on specific segments. Last but not least, the campaign’s Cost Per Click was 20% under industry average, marking its cost-effectiveness in driving ad traffic.
15:1
Return on Ad Spend
300%
ROAS above the industry average
500k+
targeted audience reached
YMCA
The YMCA grappled with a decline in membership during the challenging Covid-19 pandemic. Their previous efforts, involving multiple agencies, resulted in rising costs and inconsistent messaging.