CLIENT AND SECTOR
Mobilia is a prominent Canadian furniture and lifestyle retailer, preparing for its critical November campaign ahead of Black Friday, a peak period for consumer interest and purchase intent.
Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.
Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.
CHALLENGE
Mobilia needed to boost awareness and engagement among both loyal and prospective customers during the pre-Black Friday period. The goal: drive traffic to the website and increase conversions during this decisive month.
Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.
Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.
APPROACH
In collaboration with La Presse via its data cleanroom solution, Espace M created two distinct audiences: existing Mobilia clients and look-alike prospects. Parallel campaigns were launched to both groups to assess differential performance while preserving consistent brand messaging.
Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.
Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.
EXECUTION
Dual‑audience strategy: data collaboration versus random readers (ROS)
Double big‑box ad format featured in La Presse’s mobile app
Continuous performance comparison between data collaboration and ROS groups
RESULTS
+23%
The data collaboration audience comprised exclusively of existing Mobilia clients generated a higher click rate than the ROS results by 23%.
+48%
The look-alike audience performed better than the ROS audience by 48%, clearly demonstrating the strength and quality of La Presse’s strategy.
“Beyond significantly higher CTRs, being able to log micro‑conversions via our data‑collab and look-alike audiences clearly proves the value of the method—showing we reached people who not only clicked, but showed real purchase intent.”
— Marc‑André Cloutier, Director of Operations & Associate, Espace
