Challenge
Keeping Canada Alive is a six-part CBC television miniseries that gives an up-close perspective into the Canadian healthcare system. With sixty cameras set-up over a 24 hour period across the country, the show featured ten individual stories with the goal of sparking conversation around the demands and challenges in the Canadian healthcare system. CBC and Force Four asked Massive to help generate online conversation around the demands and challenges facing the Canadians who rely on the health care system and those who serve them.
Solution
Audience Acquisition Our audience acquisition and engagement strategy included audience segmentation and profiling, channel-specific tactics, benchmarks and recommended software platforms. The strategy was divided into two phases: build-up to the show launch, and post-show launch aiming to promote episodes and online exclusive content on a weekly basis. The strategy was a collaborative process with Force Four and the CBC.
Results
During the 10-weeks Keeping Canada Alive was airing, CKA enjoyed a 123% boost in website visits and online viewership. Additionally, the campaign received over 450 million impressions, with over 60 thousand clicks.
Massive Media
Massive is a branding and experience design agency for companies with ambition. We partner with solution-focused companies to achieve clarity, messaging and the technologies needed to thrive in the wild. Whether the end product is a new brand, digital advertising campaign, website or digital product, our approach centres on deep cultural...
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