Case Studies for Paradigm
These case studies were prepared by Milk for Pennyfarthing’s Paradigm development, outlining company successes in PR and digital programs. Outside of our real estate work on the Grosvenor Ambleside project, we operate in the lifestyle space covering design, fashion, food and wine clients. This enables us to think holistically about how our brands fit in the changing media landscape and achieve results beyond the expected.
From October 2016 to August 2017, Milk was engaged to produce Facebook and Instagram advertisements for the Grosvenor Ambleside development. Our core objectives were:
Conversions: Appointment registrations for condo viewings
Development Awareness: Creating interest in and knowledge of Grosvenor Ambleside
Gauging marketing interest: Conducting A/B testing to gauge targeted advertising effectiveness
Over the course of the project, Milk produced advertisements in eight phases, each with their own unique target demographics and execution strategies. This totalled 33 campaigns, 108 ad sets and 384 individual advertisements. Google Analytics suggests that based on the 190 conversions captured, Milk’s social media advertising was one of the highest performing channels, generating a 1.6% conversion rate compared to a 0.93% average.
Loden hotel and tableau bar & bistro
Milk managed all social media marketing and influencer relations for the Loden Hotel and Tableau Bar & Bistro (an extension of the hotel), located in the heart of Downtown Vancouver. We created both organic and paid social content for day-to-day posting and larger campaigns.
Target audiences were simultaneously similar and different when it came to social advertising and posting for the two brands. The Loden's content was primarily targeted towards high-income, out-of-towners looking to travel to Vancouver — whereas Tableau's audience was for high-income Vancouver locals looking for their next dining spot.
For the Loden in particular, we targeted “drive-in” markets to highlight the Loden’s free parking and valet service amenities. These focused advertisements generated an average 200% ROI through dedicated split testing and a comprehensive understanding of the target market. Each advertisement was modified to fit the voice and tone that would appeal to the different demographics.
We also assisted the Loden in their web development through incorporating keyword optimization in micro-sites within their website. We used search ranking factors to gather which keywords users were searching for along with “boutique hotels in Vancouver” and “hotel deals in Vancouver” to optimize search results for the hotel during certain campaign periods.
Earls Ambleside Beach
The first Earls to open in BC since 2010, Earls Ambleside Beach was a critical opening for the brand. Milk was tasked with developing strategy for media and influencer relations and event support to drive awareness for the West Vancouver location and the brand at large.
A phased program was developed, teasing micro-stories of the brand to select media in the weeks leading up to opening. Partnerships with The Collective You and an intimate event with Thrive Studio to showcase the Earls art collection helped to build excitement for the new location and challenge the notion of market perceptions. The program culminated in a grand opening evening with over 450 curated guests across the West Vancouver community, media, influencers and long-time brand supporters.
Through extensive online, print and social media coverage in outlets such as Daily Hive, The Vancouver Sun, CTV, Where Vancouver, Western Living, Boulevard, VITA and more, Milk earned in excess of 40 million impressions.