Solution
The solution implemented in the campaign includes a series of display ads and educational YouTube videos in English and French that touch upon these common payroll scenarios. These resources provide clear, accessible information to help better understand and manage payroll-related matters, effectively allowing them to “Own Your Pay.” The campaign aims to increase payroll literacy among employees, ensuring they are well informed and confident in handling their pay-related issues.
Results
The "Own Your Pay" campaign, live for three months, achieved notable results in reach and engagement across various digital platforms. On Meta, it delivered 1.36 million impressions, 8,380 landing page views, and 767 scrolls, with strategy optimization towards Clicks versus Reach leading to higher CPMs, a significant increase in clicks (40,700), conversions (9,139), and a click-through rate (CTR) of 2.98%, well above the benchmark. Creatives like 'New To Canada' and 'CPP Contributions' for the EN campaign and 'Save Money' for the FR campaign performed strongly. The campaign generated 917K impressions on YouTube, with a 21.68% view-through rate (VTR) in the final phase, comparable to the 26.42% VTR of the "Portraits of Payroll" campaign's 30-second creatives. French video assets and specific segments like Career Contextual in English showed high engagement, with videos such as "How to Work With Payroll" and "I'm New to Canada" proving effective in both English and French markets, capturing significant clicks and maintaining low CPM costs, overall increasing awareness and engagement with targeted audiences.