ATHA Energy Corp: a 6.3% click-through rate, and a funnel that got better every month.

The brief

Introduce a new uranium name to investors as the sector came back into focus.

ATHA Energy Corp, led by CEO Troy Boisjoli, holds the largest prospective uranium land package in Canada across the Athabasca Basin, plus the Angilak project in Nunavut and a 10% carried interest in ground held by NexGen and IsoEnergy. In mid-2023 the company engaged X Media to reach new potential investors as uranium returned to the front page.

What we ran

• Tier 1 sponsored editorial. A USA Today feature on the Athabasca land position, a Nasdaq piece on uranium’s role in the energy transition that was syndicated to MSN, and a Benzinga profile following two key acquisitions.
• A paid investor program that never stopped testing. More than 50 creative variations in the first months, 70-plus by April 2024, 75-plus by May, with remarketing to every reader who engaged.
• A dedicated campaign page built to move readers from the story to the company: the live quote, the corporate site, the presentation, and an investor email opt-in.
• Monthly reporting decks with impressions, clicks, CTR, engagement events and event rate, so the company could see the funnel improving month over month.

What the data showed

Flat CTR, rising engagement: the same traffic converting better every month.

Ad click-through held between 5.9% and 6.8% every month against a roughly 1% industry norm for this category. What moved was what happened after the click. The engagement rate, meaning the share of visitors who clicked through to the stock quote, signed up for investor updates, or opened the corporate site or presentation, rose from 14.2% in October 2023 to 33.9% in May 2024. The campaign page was rebuilt around what readers actually did, and the funnel more than doubled its efficiency on the same quality of traffic.