Well.ca's growth was lopsided across the country.
Well.ca had built a strong customer base in Ontario, but remained underpenetrated across Western Canada. To fuel its next stage of growth, the brand needed to build awareness and earn new customers in markets where it barely had a foothold yet.
Western Canadians already loved wellness. They just didn't know Well.ca yet.
Well.ca is a one-stop shop for wellness, from clean beauty to vitamins and supplements. Western Canadians already over-index on wellness spending, so the opportunity wasn't to convince them to care, it was to put Well.ca in front of them at the moments that mattered and make the brand impossible to miss.
Paid Media Marketing
One click away, everywhere they look.
We built Well.ca's first-ever Out of Home campaign around a search-bar creative concept, showing shoppers exactly what they were looking for before they even had to search for it.
Launch in Vancouver and Calgary as a springboard into Western Canada
Use a search-bar creative concept to show key categories in a branded shipping box
Run Well.ca's first-ever DOOH campaign across gyms, malls, and bus shelters
Pair DOOH with display campaigns for a coordinated, always-on presence
Creative Strategy
The campaign centered on a search-bar creative concept: four variations showing Well.ca's key categories, from clean beauty to vitamins and supplements, packed into a branded shipping box. The goal was instant value-prop recognition, so shoppers understood exactly what Well.ca offered at a glance.
We developed:
DOOH Strategy
Well.ca launched its first-ever Out of Home campaign in January, when wellness is top of mind for most Canadians, meeting shoppers where they already were.
Pairing DOOH with display gave the campaign 2.1 million impressions in market within the first month alone.
43%
increase in new customer revenue
26%
increase in new customer sessions
21%
increase in overall revenue
2.1M
impressions across DOOH and display in month one
01
A search-bar concept made value instantly clear
Showing shoppers the exact categories they search for, right on the box, removed any guesswork about what Well.ca offers.
02
DOOH put the brand where people actually are
Gyms, malls, and bus shelters meant Well.ca showed up in the everyday moments where wellness decisions get made.
03
January timing matched real intent
Launching when wellness is top of mind meant the campaign met an audience that was already primed to act.
04
Pairing DOOH with display extended the reach
Layering a display campaign on top of DOOH turned a two-city test into 2.1 million impressions in a single month.
