PLAY Advertising / Selected work
Case Studies.
Different brands. Different challenges. Strategy, creative, websites and campaigns built around what each business needed next.
01 / Brand launch / Veterinary
Maple Vets
A new clinic. A brand built from the ground up.
The Ask
Launch a new veterinary clinic in Dundas, ON, from scratch.
The Requirements
Logo, brand guide, stationery package, website, and a promotional campaign to build awareness and clientele.
Brand identity
Brand guide
Stationery
Website
Launch campaign
1st Year Achievements
+100%
Average monthly traffic
First-year increase
3
Average search position
Top 10 keywords
5-star
Google rating
153 Google reviews
02 / Brand awareness / Legal
Mackesy Smye
One brand. A multi-channel presence.
The Ask
Create a multi-channel brand awareness campaign that is completely compliant with the Law Society of Upper Canada.
The Requirements
Continued brand development, content creation, website development, and social presence.
03 / Identity + website / Community
Dundas BIA
Local character. A more connected community.
The Ask
Create a new logo and interactive website that is engaging for both the businesses and their patrons.
The Requirement
Local content was key. Dundas, ON, has a wealth of character and uniqueness that the logo and content needed to bring forward.
The Result
Landmark content
Video production featuring the region’s most alluring landmarks.
A local identity
A logo that exemplified Mainstreet’s modern homage to history.
A connected directory
A highly engaging business directory and a new business-only section that allows BIA members to add and feature upcoming events, with a streamlined approval process for BIA administration.
04 / Brand + digital / Construction
Strongwall
Beyond grey concrete. A stronger brand presence.
The Ask
Complete refresh of website and brand presence, followed by a promotional campaign to generate sales and awareness.
The Requirements
Show use cases for a very niche product with two distinct audiences: commercial and residential.
The Results
Developed a content strategy that built on new projects. Added technical specs on the site for easier ordering and planning. Overall, we lifted the brand out of the grey concrete and construction typical for the industry.
Over 350%
Increase in overall website traffic
Compared with before the redesign and campaign.
12K
Active users
+350.4%
12K
New users
+352.8%
46s
Average engagement per active user
-1.9%
05 / Website + SEO / Turf
Greenside Turf
The same brand. A better digital experience.
The Ask
Keep the core brand assets but redesign the website to be better in all respects: user experience, functionality, and SEO optimization.
The Requirements
Maintain branding, build visual assets, and develop a whole new site map.
The Results
Organic traffic increased over 60% year-over-year. A visually appealing website with easy navigation to all product types.
+61.3%
Organic search sessions
Year over year
1.6K
Organic search sessions
Supplied analytics snapshot
06 / Stock offering campaign / Financial
FirstOntario Credit Union
Member ownership. Engagement that nearly doubled its goals.
The Challenge
One of the largest credit unions in Ontario with 29 branches, FirstOntario wanted to conduct a limited offering of FirstOntario stock — strengthening its member offering, expanding its service base, and giving members and investors the chance to become stakeholders while fostering ownership, loyalty and growth in line with the credit union’s ESG policy.
The Solution
A range of innovative marketing strategies that captivated attention and interest. Interactive digital and social campaigns offered personalized experiences and gamified elements — attracting new customers and reigniting enthusiasm among existing members, who spread the word through their networks. Strategic partnerships with influencers and community leaders amplified the message and broadened the reach.
The Result
The creative concepts exceeded the initial engagement goals by nearly doubling them, creating a significant surge in investor interest and participation in the limited offering.
Digital campaigns
Social media
Gamified experiences
Influencer partnerships
ESG-aligned offering
07 / Brand + e-commerce / Automotive
Car Audio Direct
From organically developed to best-in-class.
The Challenge
An entrepreneur with several small businesses in Ontario recognized an opportunity in Canada’s online car audio industry. With very few Canadian companies, most purchases went through Amazon and dominant US suppliers. The existing, organically developed e-commerce site was live, but couldn’t provide a best-in-class user experience and had limited functionality.
The Solution
Upgrade and develop the Car Audio Direct brand, then personify it through an exceptional e-commerce website — with integrated resource management for complete inventory reconciliation and dedicated wholesale customer access.
“I can’t say enough about PLAY! They have been absolutely incredible to work with. They do not understand the word ‘No’... They built us a website from scratch and walked us through it the entire way. Their attention to detail is second to none. Thank you everyone at PLAY for taking us to the next level!”
The Results
81%
Bounce rate reduction
135%
Goal completion
93%
Average session duration
78%
Sessions
The Summary
With the launch of the new e-commerce website, Car Audio Direct had the best user experience available for shoppers in Canada. The global “Find Anything” search field let users choose between curated lists or navigating directly to products. Administration could easily update promotional pricing, while AI functionality dynamically displayed the most popular products in real time. The new checkout offered multiple delivery options based on geographic location and speed. Subsequent Pay-Per-Click campaigns saw an incredible 700% ROI within the first year!
08 / Brand development / Healthcare supply chain
CAPSource
A new name for a critical player in patient care.
The Challenge
With a changing Provincial Healthcare landscape on the horizon, St. Joseph’s Health System’s Group Purchasing Organization (SJHS-GPO) — now called CAPSource — faced the real possibility of watching from the sidelines regardless of its invaluable impact on patient care in Ontario hospitals. PLAY was tasked with developing a brand, communications strategy, and managing multi-platform campaigns aimed at keeping the organization top-of-mind with industry decision makers.
Brand Development
CAPSource was developed as the new brand — a combination derived from what they did: the procurement of Capital Resources.
Public Relations
A bi-monthly newsletter kept the organization top-of-mind within the industry, and the application for the HSCN Supply Chain Organization of the Year Award was collaboratively developed, highlighting CAPSource’s impact and innovation in the Canadian medical supply chain industry.
Content Creation
Graphic design and video content for the website and social media.
“As always, PLAY’s focus and work ethic have produced something we can all be proud of so I wanted to thank you for all your hard work and dedication.”
Jay Ayres / Director
St. Joseph’s Health System Group Purchasing
The Results
HSCN Supply Chain Organization of the Year — 2019
A successful merger with Mohawk Medbuy that secured their participation in most of the hospital purchasing of capital resources for the foreseeable future.
The team eager to promote their efforts
Their engagement made our efforts much easier to implement — when we had a concept, doors opened to the people and resources required to execute on a strong strategy.
75%
Bounce rate reduction
225%
Goal completion
175%
Average session duration
90%
Sessions
Our Work.
Your next project
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