Challenge
Sobeys, a leading grocery retailer, approached us with the goal of acquiring new quality customers via email acquisition.
Solution
Leveraging the editorial authority of our Chatelaine brand, we created a custom “Eat Smart, Live Well” recipe ebook tailored to appeal to principal grocery shoppers. This ebook would serve as the primary incentive for third-party email opt-ins. We also introduced a contest where participants could win a Sobeys gift card, adding an extra layer of participation appeal. Campaign components included a custom landing page as well as display ads, social promo, newsletters and email targeted to relevant SJC brand audiences including Chatelaine, HELLO! Canada, Toronto Life and Today’s Parent. Assembly Digital, the publishing tech company SJC acquired in 2022, enhanced the campaign through audience targeting and social optimization. This fuelled a more sophisticated social strategy and ensured our content reached the right people at the right time.
Result
The Eat Smart, Live Well ebook was a download success. Our Media team was able to surpass the client's expectations and over-delivered on the goal of high-quality leads at scale.
