• Oh Henry!
  • Kotex
  • Nestle Drumstick
  • Destination Canada
  • M & M's

Case Studies

M&M's U by Kotex
Oh Henry! partnered with 4YallEntertainment to celebrate the new “Oh Canada!” packaging in honour of Canada 150.

The objective was to generate awareness of the product and encourage their bold, youthful target to celebrate Canada 150 with Oh Henry! The campaign included a custom video created by the influencers, integrating product and brand priorities of Oh Henry! while still using the unique humour 4YallEntertainment is known for.

In addition to digital media, the campaign was promoted through both organic and paid social channels. The video saw success with over 153,000 video views and more than 12,000 likes, in addition to positive comments from their fans.

Oh Henry! Nestle Drumstick
U by Kotex was looking to position itself as the most effective feminine care brand for edgy women. They worked with creators for the "Save The Undies" digital content series, in partnership with MTV.

The digital influencers, which included The Baker Twins, Tasha Leelyn, Maripier Morin, and Liz Trinnear, were featured in vignettes, where they defended their favorite type of undies and answered questions about their period. This content lived online and included a contest where viewers could vote for their favorite undies, for the chance to win a VIP weekend in LA at the MTV Movie Awards! These vignettes were made into 30-second spots that ran as pre-roll across Bell Media’s broadcast and digital properties.

The Save The Undies contest was the most successful contest in MTV Canada history, receiving over 88,000 contest entries & over 13 million social impressions.

U by Kotex Destination Canada
Drumstick Canada teamed up with Much to reconnect with Drumstick consumers after a 5-year communications hiatus.

To reach young millennials, Drumstick created the #OwntheCone contest - a rally cry to get Drumstick fans across the country up on their feet & embracing summer, showcased across Instagram and Facebook! To increase awareness of the contest, Drumstick teamed up with 10 Much Studios Creators to produce 4 custom YouTube videos and over 18 unique Instagram posts, plus supported the program with content across digital media.

From a Nestle Factory tour and a cottage trip with friends, to delivering free Drumsticks in the streets of Toronto – this combination of entertaining branded content featuring key media influencers and a compelling consumer-based contest delivered over 429,000 video views, 700,000 social engagements and over 17 million social impressions.

Nestle Drumstick M&M's
In Celebration of Canada 150, Destination Canada and Bell Media partnered to build Far and Wide and Infiniment Canada, a massive, bilingual influencer-based content campaign aimed at inspiring Canadian millennials to travel their own country.

Leveraging Much and Voyage Voyage, the program brought over 150 true Canadian experiences to life via:

  • Epic Canadian adventures featured in 18 original episodes
  • Travel content hub with 670+ pieces of original editorial content featuring all Canadian provinces and territories and topics including the best food and nightlife, adventure, festivals and events
  • 50+ influencers with 83M+ social reach
  • Bell Media networks including 17 broadcast channels, digital, editorial, paid social and influencer marketing

By successfully sharing an exciting new side of Canada to an entire generation, the campaign exceeded its goals. The audience reach target was exceeded by 65% with campaign actuals reaching 7.3M. Research demonstrated that Canadian millennials didn’t know enough about Canadian experiences to consider their own backyard as a travel destination. This campaign changed that perception, with intent to travel in Canada among Canadian millennials rising 13% as a result.

Destination Canada Oh Henry!
To celebrate the launch of the new M&M'S® Caramel, Much created Unsquare Yourself Moments at the 2017 iHeartRadio MMVAs with exclusive Instagram content.

M&M'S® Caramel teamed up with Much Creators YouTwoTV and MMVA Host Liz Trinnear to unsquare ordinary MMVA moments for fans, all weekend long. M&M'S® Caramel was also the title partner for the Backstage Lounge, hosted by the Mike on Much Podcast. The lounge streamed live on M&M’S Canada’s Instagram @mmscanada and Much's Facebook.

The campaign saw success with 29 unique social posts receiving over 1,630,000 impressions and over 37,000 engagements in less than a week. The live stream was viewed almost 15,000 times and was visited by huge celebrity guests like Camilla Cabello, Post Malone, Dove Cameron, Hedley, and Serena Ryder.


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