To tackle this, we focused on an audience acquisition and engagement strategy. This was meticulously planned and included detailed audience segmentation and profiling, using channel-specific tactics and benchmarks, along with recommended software platforms. This approach was divided into two main phases: building momentum leading up to the series launch and secondly, maintaining engagement through the promotion of weekly episodes and exclusive online content post-launch. This campaign strategy was a collaborative effort between Takt, Force Four, and CBC to ensure the series received maximum visibility.
The results were remarkable. Over the ten weeks while ‘Keeping Canada Alive’ was aired, there was a 123% increase in website visits and online viewership, signalling the campaign’s success in engaging such a wide audience. Additionally, the promotional efforts led to over 450 million impressions and more than 60,000 clicks, highlighting significant public interaction and interest in the series.