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