{"id":5462,"date":"2026-04-24T11:27:12","date_gmt":"2026-04-24T16:27:12","guid":{"rendered":"https:\/\/icomagencies.com\/?post_type=casestudy&#038;p=5462"},"modified":"2026-04-24T11:43:06","modified_gmt":"2026-04-24T16:43:06","slug":"balnea","status":"publish","type":"casestudy","link":"https:\/\/icomagencies.com\/work\/balnea\/","title":{"rendered":"BALN\u00c9A"},"content":{"rendered":"    <div class=\"section-wrap casestudy-hero position-relative casestudy-hero-block color-definer dark-color\"  >\r\n        <img decoding=\"async\"\r\n                src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/case-study-banner.jpg\"\r\n                alt=\"case study banner\"\r\n                class='position-absolute w-100 case-study-banner'\r\n        \/>\r\n        <div class=\"center-container\">\r\n            <div class='case-study-banner-row position-relative'>\r\n                <div class='case-study-column'>\r\n                    <div class=\"breadcrumbs\">\r\n                        <a class=\"breadcrumbs-link\" href=\"\/\">\r\n                         Home\r\n                        <\/a>\/<a class=\"breadcrumbs-link\" href=\"\/work\">\r\n                         Case Studies\r\n                        <\/a>\r\n                    <\/div>\r\n                    <h1 class='case-study-banner-title'>\r\n                        <strong>BALN\u00c9A<\/strong><br>                    <\/h1>\r\n                    <div class='case-study-location-col'>\r\n                        <div class=\"position-relative\">\r\n                            <!-- <img decoding=\"async\" class=\"map-location\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/location_icon.svg\"\r\n                            alt=\"Map location\"\/> -->\r\n<!--                            <img-->\r\n<!--                                src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/case-study-location.png\"-->\r\n<!--                                alt=\"case study banner\"-->\r\n<!--                                class='case-study-location-img'-->\r\n<!--                            \/>-->\r\n                            \r\n                            <style>\r\n                                .map-container {\r\n                                    position: relative;\r\n                                    width: 100%;\r\n                                    max-width: 160px;\r\n                                    height: auto;\r\n                                }\r\n                                .map-container img.map {\r\n                                    width: 100%;\r\n                                    height: auto;\r\n                                    display: block;\r\n                                }\r\n                                .map-container .marker {\r\n                                    position: absolute;\r\n                                    height: 30px;\r\n                                    transform: translate(-50%, -90%);\r\n                                }\r\n                                @media (max-width: 600px) {\r\n                                    .map-container .marker {\r\n                                        height: 20px;\r\n                                    }\r\n                                }\r\n                            <\/style>\r\n\r\n                            <div class=\"map-container\">\r\n                                <!-- Map Image -->\r\n                                <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/map\/Map_White.png\" alt=\"Map\" class=\"map case-study-location-img\">\r\n\r\n                                <!-- Markers -->\r\n                                                                    <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/map\/pin.png\"\r\n                                         alt=\"Pin\"\r\n                                         class=\"marker \"\r\n                                         style=\"left: 21.04%; top: 13.91%;\">\r\n                                                            <\/div>\r\n                        <\/div>\r\n                        <div class='case-study-location-box'>\r\n                            \r\n                                <a href=\"https:\/\/icomagencies.com\/agency\/espace-m\/\" class='case-study-location'>\r\n                                    <p class='case-study-location-name'>\r\n                                        Espace M                                        <span>Montr\u00e9al, Canada<\/span>\r\n                                    <\/p>\r\n                                <\/a>\r\n                            \r\n                        <\/div>\r\n                    <\/div>\r\n\r\n                                                <div class='case-study-btn-wrapper'>\r\n                            <a href=\"\/work\/advertising-case-studies\"><button class=\"custom-button\">Advertising<\/button><\/a><a href=\"\/work\/creative-case-studies\"><button class=\"custom-button\">Creative<\/button><\/a><a href=\"\/work\/data-analytics-case-studies\"><button class=\"custom-button\">Data Analytics<\/button><\/a><a href=\"\/work\/digital-marketing-case-studies\"><button class=\"custom-button\">Digital Marketing<\/button><\/a><a href=\"\/work\/media-buying-planning-placement-case-studies\"><button class=\"custom-button\">Media Buying \/ Planning \/ Placement<\/button><\/a><a href=\"\/work\/sem-case-studies\" class=\"hidden-term\"><button class=\"custom-button\">SEM<\/button><\/a><a href=\"\/work\/seo-case-studies\" class=\"hidden-term\"><button class=\"custom-button\">SEO<\/button><\/a><a href=\"\/work\/social-media-case-studies\" class=\"hidden-term\"><button class=\"custom-button\">Social Media<\/button><\/a><button class=\"custom-button show-more\">&#8230;<\/button>\r\n                        <script>\r\n                            document.addEventListener('DOMContentLoaded', function () {\r\n                                const showMoreButton = document.querySelector('.show-more');\r\n                                const hiddenTerms = document.querySelectorAll('.hidden-term');\r\n\r\n                                if (showMoreButton) {\r\n\r\n                                    showMoreButton.addEventListener('click', function () {\r\n                                        hiddenTerms.forEach(term => term.classList.toggle('hidden-term'));\r\n                                       \/\/ showMoreButton.textContent = showMoreButton.textContent === '...' ? 'Show Less' : '...';\r\n                                        showMoreButton.classList.toggle('hidden-term');\r\n                                    });\r\n                                }\r\n                            });\r\n                        <\/script>\r\n\r\n\r\n                    <\/div>\r\n                    \r\n                                    <p className='casestudy-banner-pera'>\r\n                        Turning Stress into Performance<\/p>\r\n                    \r\n\r\n                <\/div>\r\n            <\/div>\r\n        <\/div>\r\n        <a href=\"javascript:;\" id=\"work-scroll-link\" class=\"scroll-btn-wrapper work-scroll-btn-wrapper\">\r\n            <div class=\"scroll-text\">SCROLL<\/div>\r\n            <span class=\"scroll-btn\">\r\n                <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/down-arrow-round.svg\" alt=\"bottom arrow scroll icon\" \/>\r\n            <\/span>\r\n        <\/a>\r\n    <\/div>\r\n    \n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\">Client and Sector<\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\">BALN\u00c9A is a premium outdoor spa and thermal experience destination located on the South Shore of Montr\u00e9al, Qu\u00e9bec. Operating in the highly competitive wellness and leisure sector, BALN\u00c9A differentiates itself through its immersive natural environment, combining thermal baths, relaxation pools, and hydrotherapy in an expansive outdoor setting. Purchase decisions in this category are largely driven by emotion, making the brand&#8217;s media presence and moment of contact with potential guests particularly critical.<br><br>Espace M has been BALN\u00c9A&#8217;s media agency partner for several consecutive years, tasked with strengthening the brand&#8217;s awareness and supporting revenue growth in a crowded market.<\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\">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.<br>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.<\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\">CHALLENGE<\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\">For the second consecutive year, Espace M was mandated to increase brand awareness and drive measurable online sales for BALN\u00c9A. Two core challenges defined the brief:<br>Standing out in a saturated advertising landscape where multiple spa and wellness competitors were vying for the same audience.<br><br>Generating a measurable impact on sales, not just impressions, thereby proving that an awareness-first strategy could translate into commercial growth.<br>The goal: build brand awareness while supporting tangible revenue growth.<\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\">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.<br>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.<\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\">APPROACH<\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\">An analysis of consumer behaviour and media consumption contexts revealed a powerful strategic lever: the decision to visit a spa is often triggered by a need for escape from daily stress. Rather than simply promoting BALN\u00c9A&#8217;s offerings, we built a strategy around emotional relevance, placing the brand precisely at the moments when the audience&#8217;s need for relief was strongest.<br><br>We identified four key stress contexts to intercept:<br>&#8211; Traffic and road congestion<br>&#8211; Daily commuting<br>&#8211; News consumption<br>&#8211; Financial market volatility<br><br>This insight drove the construction of a fully integrated, context-driven media architecture combining traditional out-of-home, programmatic DOOH, editorial placements, first-party data activation, and performance media, each channel aligned to a specific stress trigger and audience mindset.<\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\">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.<br>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.<\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\">EXECUTION<\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\">The campaign was structured around four complementary pillars:<br>&nbsp;<br><strong>1. Contextual Interception via OOH and DOOH<\/strong><br>To capture the attention of commuters at peak stress moments, Espace M deployed strategically positioned bus shelters and billboards, as well as OOH placements within the REM (R\u00e9seau express m\u00e9tropolitain), Montr\u00e9al\u2019s local commuter trains. The key innovation was in Digital Out-of-Home (DOOH): placements were triggered in real time only when traffic was congested, using live traffic data feeds. This dynamic activation ensured maximum message relevance for an audience that was particularly stressed and emotionally primed. The creative assets were fully adapted to the context, offering a visual immersion into BALN\u00c9A&#8217;s soothing universe, providing an immediate and visceral contrast to the surrounding tension.<br>&nbsp;<br><strong>2. Strategic Integration with La Presse (Montr\u00e9al\u2019s daily digital newspaper)<\/strong><br>To amplify reach within a stress-inducing environment, a targeted editorial strategy was deployed within La Presse, a premium digital news environment consumed during moments of heightened tension (breaking news, financial coverage). Contextual placement adjacent to high-anxiety content reinforced the emotional resonance of the BALN\u00c9A message. The result: an average click-through rate (CTR) 38% higher than the previous campaign and 3.6x higher than traditional programmatic advertising, demonstrating the power of contextual placement when aligned with emotional insight.<br><br>&nbsp;<br><strong>3. First-Party Data Activation via Optable<\/strong><br>During the fall \u2014 a key commercial period for BALN\u00c9A \u2014 Espace M activated Optable, a data clean room, to integrate the client&#8217;s CRM data into the programmatic ecosystem. The objectives were threefold: retarget existing customers, model qualified lookalike audiences, and promote holiday offers to high-intent consumers. This data-driven approach generated a 0.55% CTR, twice the performance of traditional programmatic for the same activation, and produced 6 direct sales on the website. This was a first for BALN\u00c9A&#8217;s programmatic activations, proving that a premium contextual environment combined with first-party data can generate a direct impact on sales, even for campaigns initially focused on awareness and engagement.<br>&nbsp;<br><strong>4. Performance Amplification via Meta and Google<\/strong><br>To support the broader awareness strategy and close the conversion loop, a bottom-funnel ecosystem on Meta and Google worked to capture intent, convert audiences exposed to upper-funnel activations, and turn increased search demand into measurable results. This integration created a clear and measurable synergy between awareness, consideration, and conversion, ensuring that every impression generated upstream had a downstream commercial pathway.<br>&nbsp;<\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\">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.<br>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.<\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\">RESULTS<\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\">The contextual and data-driven strategy delivered concrete, measurable results across all key performance indicators:<br>&nbsp;<br>&#8211; Online sales (YoY): +34%<br>&#8211; Google searches for BALN\u00c9A (YoY): +13% (largest increase among competitors)<br>&#8211; CTR vs. standard programmatic: Up to 3.6x higher<br>&#8211; CTR via La Presse vs. previous campaign: +38%<br>&#8211; CTR via Optable (first-party data): 0.55% (2x traditional programmatic)<br>&#8211; Website traffic (YoY): +6%<br>&#8211; First direct programmatic sales: 6 direct sales attributed to editorial activation<br>&nbsp;<br>These results demonstrate that a well-orchestrated awareness strategy, backed by data and structured as a full-funnel approach, becomes a genuine driver of commercial growth. By integrating emotion, context, and first-party data into a cohesive media strategy, this campaign positioned BALN\u00c9A not just as a wellness destination, but as an immediate solution to daily stress \u2014 and proved that moments of tension can be transformed into measurable growth levers.<br><\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\">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.<br>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.<\/p><\/div><\/div><\/div><\/div><\/div>\n","protected":false},"featured_media":5461,"template":"","agency_industry":[271,183,199],"agency_capability":[205,208,216,202,212,209,203,207],"class_list":["post-5462","casestudy","type-casestudy","status-publish","has-post-thumbnail","hentry","agency_industry-beauty-personal-care","agency_industry-consumer-services","agency_industry-travel-transportation-tourism-hospitality","agency_capability-advertising","agency_capability-creative","agency_capability-data-analytics","agency_capability-digital-marketing","agency_capability-media-buying-planning-placement","agency_capability-sem","agency_capability-seo","agency_capability-social-media"],"acf":{"agency":[770],"icom_collaboration":"","logo_display":"white"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>BALN\u00c9A - ICOM<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/icomagencies.com\/work\/balnea\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"BALN\u00c9A - 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