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CBDC - Atlantic

About

Community Business Development Corporation (CBDC) – Atlantic Canada, assists in the creation of small businesses and the expansion and modernization of existing businesses by providing financial and technical services to entrepreneurs. This federal and provincially funded not-for-profit organization has offices in Nova Scotia, New Brunswick, Prince Edward Island and Newfoundland.

The Challenge

To create an 8-week digital ad campaign with landing pages via Google Ads, Facebook, and Instagram to bring awareness to the communities they serve.

The Solutions

To showcase the work of CBDC and their clients’ success, Sociable Media decided to structure the ad campaign around eight businesses they had assisted. The campaign featured one entrepreneur per week, culminating in an eight-week campaign.

Once the eight-week editorial calendar was queued, we established individual landing pages for each CBDC program/service (Self-Employment Benefits Program, General Business Loans, Innovation and Technology Loans, Youth Entrepreneur Loans) to track the activity of our audience and measure our engagement.

The campaign aimed at highlighting the human aspect of the client—essentially, how this entity’s services helped the individual, in this case, the entrepreneur. The people who benefitted most from CBDC are the type of people we were looking to target. Sociable Media led the creative direction for various photo shoots and video production to produce an attractive, high-quality campaign that showcased how CBDC’s initiatives have helped the featured businesses.

Our geo-targeted ads ran exclusively in Atlantic Canada and focused on people ages 18-65 based on audience interests and statistically driven demographic assumptions. In addition, Sociable Media installed Facebook Pixels and Google tracking codes for re-marketing ad purposes to ensure we did not miss any potential conversions.

The Results

Facebook and Instagram

The average CTR for this campaign was 2.43%. The focus on local entrepreneurs and the emotional connections to featured entrepreneurs impacted local audiences—and their followers.

Google Display Network

There were 54.47K video views and reached 159.4K people.

While many agencies and marketers use a benchmark of 2% for a relatively targeted ad, our accounts vary from sub 1% to over 25%. In CBDC’s case, the CTR was 34%. In the Search Network, ads are targeted to people searching for something on Google (or its partner search engines.) Because these ads were a response to their search, Click Through Rates (CTR) on this network are higher on average.

One of the campaign landing pages

One of the campaign landing pages

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