Challenge
Bayard’s primary acquisition channel, direct mail, was becoming increasingly expensive. Traditional list rental options were shrinking or restricted due to evolving Canadian privacy regulations.
Objectives
- Identify new high-propensity households for children’s magazines
- Decrease acquisition costs by shifting to digital channels
Our Approach
CiG began by profiling Bayard’s existing subscriber base (postal codes) to identify a high-propensity look-alike audience for subscription campaigns.
Step 1: Profile and analyze Bayard’s subscriber base using recency, frequency, monetary value, and geography to understand existing customers.
Key insights:
- No significant difference between online and mail purchasers
- No notable contrast between recent and expired subscribers
- Minimal household variation across the three magazine brands
- Strong regional differences among subscribers
Step 2: Build six unique look-a-like audience pools based on regionality.
Step 3: Push and activate audiences in Facebook for a digital first campaign (Fall ’25).
Impact & Value
The regional variations in high-propensity audiences uncovered new white space for growth across Canada. That, coupled with a more targeted, cost effective digital-first campaign, impacting every stage of the campaign—from audience strategy to creative execution and media planning.
Client Testimonial
“CiG’s analysis gave us the clarity we needed. The regional insights opened up entirely new audience opportunities and are reshaping how we plan, target, and message. Moving to a regionally tailored digital-first strategy will be a game changer for our subscription marketing.”
— Rui Costa, Director of Circulation and Marketing, OwlKids, Bayard Canada
