Improving the customer journey

OPPORTUNITY

To celebrate their 100th Anniversary, Hockey Canada partnered with Canadian Tire, Samsung and Telus to visit 100 communities with the Century Tour, a 20,000-square-foot interactive hockey experience caravan. The goal of this year long program was to engage more than one million fans.

The social media strategy we developed to support this resulted in 118,000,000 impressions. We achieved our objective of getting people tell the story of the Tour. The majority of the share-of-voice came from user generate content.

SOLUTION

When the pandemic hit and the Art Gallery of Ontario closed its doors to the public, I seized the opportunity to create a content strategy to keep our audiences virtually engaged. Pulling together a cross-functional team consisting of Marketing, Communications, Education, Curatorial and Development, we quickly developed an integrated plan, content calendar and production pipeline.

In the first year of the pandemic, our strategy achieved over a million visitors to the website. We saw a 300% increase in visits to our Teacher Resources section, and a 100% increase in visit to the blog. We produced 200 livestreamed events that reached 300,000 viewers and contributed to a 60% increase in our email subscriber list.

MY ROLE

To celebrate their 100th Anniversary, Hockey Canada partnered with Canadian Tire, Samsung and Telus to visit 100 communities with the Century Tour, a 20,000-square-foot interactive hockey experience caravan. The goal of this year long program was to engage more than one million fans.

The social media strategy we developed to support this resulted in 118,000,000 impressions. We achieved our objective of getting people tell the story of the Tour. The majority of the share-of-voice came from user generate content.

JOIN MY NETWORK

It's a pleasure to connect with like-minded professionals and grow our circles together. Let's exchange ideas and explore exciting opportunities. Looking forward to connecting with you!