Objective:

Position Rogers as the preferred connectivity brand for newcomers to Canada by promoting their bundled e-SIM + credit card offer via a multi-channel strategy.

‍

Strategy Framework:

1. Consideration Phase – "Discover and Engage"

• Highlighted Rogers' value through influencer collabs, social ads, and email marketing.
• Created educational reels and interactive quizzes to explain e-SIM benefits.
• Partnered with niche travel + immigration blogs and diaspora creators.

2. Conversion Phase – "Nurture and Inspire Action"

• Leveraged programmatic ads, email remarketing, and GDN for re-targeting.
• Personalized messaging based on relocation triggers (e.g., "moving soon", “just landed”).

‍

Target Audience:

• Age: 18–55+
• Regions: India, UAE, Nigeria
• Behavioral Signals: Intending to move or study abroad in Canada
• Affinities: Tech-savvy, planning international relocation, frequent travelers
• In-market: Study abroad, credit cards, international banking, telecom

‍

Results (Simulated):

• 17.8% increase in lead-to-subscription rate via retargeting
• 34,000+ clicks in 3 weeks on interactive e-SIM + credit card landing pages
• CTR of 3.8% on Meta carousel ads
• Cost per lead (CPL): ₹42 on average
• 14,500+ new subscribers onboarded via Newcomer Portal

‍

Channels Used:

• Meta Ads, Google Search + GDN
• Inshorts, Indian Express (native placements)
• Quizzes on Study Canada blogs
• Email journeys via HubSpot automation

‍

TVC & Offline (Ideated):

• Scripted ₹25L TVC concepts featuring young professionals & student influencers
• Advised activation in study fairs, airport kiosks, and pre-departure webinars