Case studies

How METRONET Engaged Local Communities with Hyper-Targeted Social Ads

METRONET is an ambitious infrastructure project that includes 72 kilometres of new passenger rail and 23 new stations.

Beyond its transportation goals, METRONET serves as a catalyst for transforming over 8,000 hectares of land around these stations into vibrant places to live, work, and play. To ensure local communities were informed about the projects that directly impacted them, METRONET partnered with Glide Agency to create a tailored social advertising campaign.

<p>Beyond its transportation goals, METRONET serves as a catalyst for transforming over 8,000 hectares of land around these stations into vibrant places to live, work, and play. To ensure local communities were informed about the projects that directly impacted them, METRONET partnered with Glide Agency to create a tailored social advertising campaign.</p>

<p>The goal was to bring localized awareness to the communities most affected by each project and to engage them with relevant and compelling messaging.</p>

With such a broad and impactful initiative, METRONET needed an advertising strategy that could effectively reach residents in specific suburbs without wasting resources.

The goal was to bring localized awareness to the communities most affected by each project and to engage them with relevant and compelling messaging.

Glide Agency developed a hyper-targeted social advertising strategy using Meta’s location-based targeting features.

This approach allowed us to create distinct campaigns for each suburb connected to METRONET’s projects, ensuring that advertising spend was not wasted on irrelevant audiences. For instance, residents were not shown ads about projects over 100 kilometers away from their location.

Using METRONET’s existing video assets, we designed multiple social video ads in varying durations, orientations, and with diverse messaging points. This approach enabled us to test and optimize the campaigns, identifying which formats and messages resonated most with audiences in each suburb.

<p>This approach allowed us to create distinct campaigns for each suburb connected to METRONET’s projects, ensuring that advertising spend was not wasted on irrelevant audiences. For instance, residents were not shown ads about projects over 100 kilometers away from their location.</p>
<p>Using METRONET’s existing video assets, we designed multiple social video ads in varying durations, orientations, and with diverse messaging points. This approach enabled us to test and optimize the campaigns, identifying which formats and messages resonated most with audiences in each suburb.</p>

To provide METRONET with actionable insights, we structured the campaign to include live dashboards tailored to their specific metrics.

These dashboards offered real-time reporting by suburb, highlighting which areas performed best and which required adjustments.

Additional insights included data on video durations that elicited the highest engagement, preferred copy lengths, and average watch times across suburbs. This wealth of information not only guided the current campaign but also equipped METRONET with valuable data for future marketing efforts.

Through Glide’s strategic use of location-based targeting and campaign optimization, METRONET successfully raised awareness in local communities about their transformative infrastructure projects.

By delivering precise messaging to the right audiences, METRONET maximized the impact of their advertising budget while gaining deep insights into community engagement. This partnership showcases the power of combining advanced targeting capabilities with data-driven decision-making to drive meaningful results.

<p>By delivering precise messaging to the right audiences, METRONET maximized the impact of their advertising budget while gaining deep insights into community engagement. This partnership showcases the power of combining advanced targeting capabilities with data-driven decision-making to drive meaningful results.</p>

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