Built for Impact: Empowering Underserved Communities to Begin a Career in Canada’s Digital Economy
As a cutting-edge AI tech platform supported by the Canadian Government, Digital Pathways was designed to help people in underserved communities transition into digital careers — but the program had never been tested.
DIJGTAL embarked on a mission to make Digital Pathways a go-to resource for those seeking digital career opportunities by developing a robust marketing strategy backed by research and insights, followed by a three month pilot campaign to validate product market fit.
The Challenge
Digital Pathways aimed to serve people in underserved communities across Canada by providing them with the tools and opportunities to enter the digital workforce. However, the platform was new, and awareness among the target audience was non-existent. The challenge was to build and launch a pilot campaign that would effectively introduce Digital Pathways to these communities, and then motivate individuals to sign up and engage with the platform. DIJGTAL faced several critical questions:
- How do we effectively launch this powerful platform?
- Who is the target audience and what are their behaviours?
- What are their aspirations and challenges?
These unknowns needed to be addressed to ensure a successful campaign.
Project Objectives
The primary objective of the campaign was to achieve a target of 1,000 users on the Digital Pathways platform within three months.
This goal required creating brand awareness, and fostering engagement as well as trust among the target audience.
The Approach
The campaign needed to be impactful, informative, and aligned with the audience’s needs and aspirations. To achieve the main objective, DIJGTAL conducted some market research to better understand the target audience, and then crafted a comprehensive full funnel go-to-market strategy designed to resonate and drive sign-ups.
1. Market Research
DIJGTAL conducted thorough market research by analysing a multitude of data points. Through this process, the team distilled the data down into four key insights as well as identified four major audience segments that would form the foundation of the campaign.
2. Go-to-Market Strategy
The insights from the market research guided the development of a robust marketing strategy that encompassed paid media, social media, content marketing, search ads, display ads, Digital Out of Home (DOOH), native ads and programmatic advertising.
3. Three Month Pilot Campaign
Starting off, a fresh visual style was created, designed to resonate with the target audience. The content strategy was focused on producing compelling content that highlighted the benefits of Digital Pathways and the opportunities it offered. Social media platforms were leveraged to reach the audience where they were most active, and the paid campaigns ensured that the message had the widest possible reach at the lowest Cost Per Lead (CPL). The landing page was designed to be user-friendly, informative, and visually appealing, providing a seamless experience for users interested in signing up.
The Outcome
The combination of targeted marketing, creative content, and strategic execution proved to be highly effective in reaching and engaging the intended audience.
Key Results:
- 35M impressions generated: Reaching audiences across Canada to showcase this brand new platform at a very efficient CPM
- 4.6K users signed up to the platform: That’s 364% above the original target!
- 18% Landing Page Conversion Rate: Clear CTAs, value propositions, and statistics worked to guide people down the funnel from consideration to conversion
The campaign not only met its objective, but also laid a robust foundation on which continued growth and user engagement on the Digital Pathways platform could continue to thrive.
Conclusion
The successful launch of Digital Pathways highlights the importance of understanding the audience, leveraging the right channels, and delivering a message that resonates. DIJGTAL’s collaboration with Digital Pathways is a testament to the power of strategic marketing and creative execution. By addressing the challenges head-on and crafting a tailored approach, DIJGTAL was able to drive significant user engagement in a short period.
About DIJGTAL
DIJGTAL is an innovation-led strategic design and marketing agency, with offices in Sydney, Vancouver, and Los Angeles.
