Turning research insights into high-performing national digital campaigns.
A national energy company partnered with a cross-functional team to develop and execute a multi-phase digital program designed to educate and engage Canadians on key energy topics.
The initiative combined paid media, opinion research, and strategic communications to move audiences from awareness to long-term engagement. By integrating continuous research insights with real-time campaign performance, the program evolved dynamically across multiple phases, ensuring messaging and media strategies remained relevant and effective.
Challenges
Reach diverse audience segments across Canada at scale
Translate complex energy topics into accessible, engaging content
Move audiences beyond awareness toward meaningful interaction and long-term engagement
Continuously adapt strategy using both research insights and campaign performance data
Key Contributions
As part of a collaborative, multi-disciplinary team, I was responsible for bridging research insights and digital execution, ensuring that data directly informed campaign strategy and performance.
Translating Research into Strategy
I translated ongoing opinion research into actionable paid media strategies and helped to create a framework for audience targeting, messaging, and channel selection, allowing campaign strategy to continuously adapt with evolving public sentiment and priorities.
Paid Media Execution & Optimization
I led the end-to-end execution of paid campaigns across multiple platforms while establishing ongoing optimization processes using real-time performance signals, enabling improvements in efficiency, engagement, and reach.
Content Strategy & Community Engagement
I contributed to the development of strategic content and engagement tactics designed to deepen audience interaction. This included supporting interactive experiences and helping shape messaging that encouraged ongoing participation and community growth.
Strategy & Execution
Phase 1: Awareness (Audience Acquisition)
Focused on maximizing national reach through high-impact paid media channels.
-
Programmatic advertising (DSP)
-
Paid social campaigns
-
YouTube video advertising
-
Out-of-home placements
Phase 2: Audience Qualification & Engagement
Shifted toward retargeting and interaction.
-
Audience segmentation based on behavior
-
Interactive website experiences (quizzes, dynamic content)
-
Optimization toward high-performing engagement channels (Meta)
Phase 3: Conversion & Retention
Focused on building long-term relationships.
-
Conversion-focused campaigns
-
Email acquisition strategies
-
Social media community-building and influencer collaboration
Results
-
Reached millions of Canadians nationwide with average ad impression base of 10M+ monthly in 2025
-
Increased website visits year-over-year by 175% through iterative optimization of targeting, messaging, and channel allocation
-
Grew email subscriber base by 230% in under six months by creating stronger pathways from awareness campaigns to owned audience capture
-
Strengthened ongoing community engagement through content and social channels
Data + execution is powerful
Integrating research insights directly into paid media strategy significantly improves relevance and performance
Phased strategy drives deeper impact
Moving audiences from awareness → engagement → conversion creates sustainable growth
Continuous optimization is critical
Real-time performance data enables smarter decisions and stronger outcomes
What I’d Do Next
Expanding First-Party Data for Advanced Segmentation
With a growing email subscriber base and increasing audience interaction, there is a strong opportunity to leverage first-party data more effectively.
I would operationalize a more advanced segmentation framework based on:
-
User behaviour (site activity, content engagement)
-
Acquisition source
-
Level of engagement across campaign phases
This would enable more personalized messaging across paid and owned channels, improving relevance and increasing conversion efficiency—particularly for high-intent audience segments.
1
2
Designing Scalable Personalized Audience Workflows
To move beyond one-time conversions, I would design structured audience journeys tailored to different levels of engagement.
For example:
-
New users → educational content and awareness-building touchpoints
-
Engaged users → deeper content, interactive experiences, and retargeting
-
Subscribers → ongoing value through exclusive content and community participation
By increasing meaningful touchpoints across the user journey, the campaign could:
-
Strengthen long-term loyalty among subscribers
-
Nurture hesitant users toward conversion
-
Create a more cohesive and continuous brand experience
3
Strengthening Owned Channels & Content Ecosystem as Long-Term Growth Infrastructure
To support long-term engagement, I would invest further in owned channels such as the website and social platforms.
This would include:
-
Developing a consistent content strategy (e.g., blog articles, explainers, audience-relevant topics)
-
Repurposing content across channels (social, email, paid amplification)
-
Leveraging user-generated content and community voices to build authenticity and social proof
A stronger owned content ecosystem would reduce reliance on paid media over time while reinforcing credibility and deepening audience trust.