CBC – Keeping Canada Alive

CBC stirs online conversation around Canada's health care system.

CBC Logo

Client

CBC

Year

2016

Category

Entertainment

Background

Keeping Canada Alive is a six-part miniseries produced by ForceFour Entertainment for CBC that tells the real-life stories of ten individuals and their experience with Canadian health care.

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.

Services

  • Campaign Management
  • Campaign Strategy
  • Display Advertising
  • Social Media Marketing
Visit Site
CBC Web Design

Strategy

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.

Campaign Results

+450M

Impressions

+60K

Ad Clicks

+123%

Site Visits

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.

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