Company: Reshift Media, Toronto, Ontario, Canada
Company Description: Reshift Media is an award-winning digital marketing firm that develops digital marketing strategies, processes and technology custom-tailored to the specific needs of franchise organizations. Among the company's many accolades, Reshift Media boasts the creation of two proprietary software platforms: Franify and Brand Amplifier, each designed specifically for franchise businesses.
Nomination Category: Marketing Campaign Categories - Specialty
Nomination Sub Category: Marketing Disruptor of the Year
 Nomination Title: Reinventing Franchise Marketing
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
Submission video: https://youtu.be/W0Ls5MwIU4o
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
The campaign was launched in March 2023 - the results provided cover a 12 month period.
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
A video of up to five (5) minutes
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 244 words used.
Dogtopia is North America’s fastest-growing pet franchise with more than 210 locations across the United States and Canada. The company’s services include dog daycare, boarding and spa. Dogtopia has been rapidly expanding since 2015, opening 40 new locations in the last 12 months alone.
Historically, customer growth for new locations had been slow, which meant that it took several years of losses before new stores would reach profitability. In order to increase the speed of customer acquisition and decrease “ramp up” time for new locations, the Dogtopia team required a high-impact lead generation approach.
Because Dogtopia is a franchise, local marketing decisions and budgets are managed by each franchisee, meaning that local owners decide what to spend their marketing dollars on. This approach allows each location to tailor their marketing approach to the idiosyncrasies of their local market. However, the challenge is that this often results in franchisees pursuing divergent strategies, which creates a disjointed approach with off-brand creative and messaging.
To address these challenges, we needed to design a new type of campaign. We required a scalable local customer acquisition strategy that adhered to Dogtopia’s brand standards and overall marketing strategy, while also ensuring it could be independently customized, funded and deployed by each franchisee owner to suit their individual needs.
The company had the following objectives:
- Local campaign customization & deployment
- Quickly generate local leads
- Capitalize on local market opportunities
- Maintain the integrity of the brand
- Support Dogtopia’s marketing plan and messaging
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 197 words used.
Based on Dogtopia’s objectives and target customers, we chose to employ Facebook, Instagram and search engine advertising. The role of the social ads was to use engaging creative to generate outbound awareness and create a brand impression with our target audience. Search advertising was designed to capture the demand generated by the outbound campaign, as well as any dog owners within our geographies who were searching for the types of services Dogtopia provides.
Creative was designed to fit the Dogtopia brand – bright, friendly and professional. Messaging was focused on love of dogs, safety, socialization and dog health. Social media ad copy included casual language and emojis to help the ads stand out. We employed a variety of Meta ad types including image, video and carousel.
Although Dogtopia customers are generally less cost-conscious, we incorporated several different offers into the campaign to remove a barrier to conversion and to encourage people to trial the high-quality service Dogtopia provides.
To provide local flexibility, we created a variety of creative concepts which included different Dogtopia services and an assortment of messaging and offers/incentives. This allowed franchisees to select messaging and creative that would work best for their local market.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2022. Even if your initiative started before 2022, limit your response to activities and results since the beginning of 2022 only (up to 250 words):
Total 244 words used.
To achieve the strategy, we created custom Meta and Google campaigns using a software platform we developed in-house that incorporates machine learning and automation to implement local geotargeted campaigns at scale. Through our online dashboard, franchisees were able to:
- Choose from a variety of pre-built, customizable campaigns
- View and customize the ad creative for their market
- Set their local budget, using their own credit card
- Deploy Meta and Google Search campaigns geotargeted to their local market
- View leads & campaign statistics generated by the campaign
When a franchisee deployed their campaign using the software, the platform automatically geo-targeted the campaign to their local area with a custom radius based on their catchment area. The software also inserted local terminology such as city name, store name and other details into the Google keywords and Facebook, Instagram and Google ad copy.
We developed 180 unique ad creatives for the campaign, which when programmatically localized created more than 37,800 local ad variations.
The campaign was a massive success, achieving all the company’s objectives, including a significant increase in new customers.
Local franchisees invested more than $2 million in advertising during the campaign period. With that investment, we achieved the following social/search advertising results:
- 185 million impressions
- 107,645 leads
- $0.77 cost-per-click
- 1.4% click-through-rate
- $18.65 cost-per-lead
- 4.1% conversion rate
The ROI for the campaign was an incredible 18X. This figure was arrived at using actual revenue and lead conversion figures from Dogtopia’s POS.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 16 words used.
We have included a video which provides information about the campaign, as well as creative examples.
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