Organic Social MEDIA FTW
OPPORTUNITY
Hockey Canada’s 100th Anniversary Century Tour was a cross-country celebration designed to engage fans and strengthen connections between communities and Canada’s national sport. With high-profile sponsors including Canadian Tire, Samsung, and Telus, the challenge was to create an organic social media strategy that would maximize brand visibility, drive engagement, and generate user-driven conversations without relying on paid promotions.
SOLUTION
I led the organic social media strategy that successfully generated over 118 million impressions, turning the Century Tour into a nationwide conversation. By leveraging user-generated content, influencer engagement, and sponsor activations, we built a campaign that resonated with hockey fans across Canada—without the need for paid ads.
The #CenturyTour campaign delivered 6,819 pieces of user-generated content, ensuring that the audience itself became the biggest storyteller of the event. Engagement tactics, including the Canadian Tire Hero of Play initiative, sustained long-term audience interaction, contributing to 3.8K mentions and 2.7 million impressions. Other key activations, such as the Telus Critter campaign and the SamsungSelfie initiative, delivered millions of additional organic impressions, driving brand recognition and sustained engagement over several months.
MY ROLE
I developed and executed the organic social media strategy, ensuring a seamless customer journey from awareness to engagement. I worked closely with Hockey Canada, key sponsors, and community influencers to amplify the conversation, shaping the messaging and engagement tactics that turned the event into a national digital success—entirely through organic engagement. My strategy focused on maximizing user-generated content, coordinating influencer outreach, and aligning sponsor campaigns to drive results without paid media.
By integrating strategic storytelling with real-time engagement, I helped elevate sponsor visibility and turn fan interactions into measurable brand impact, proving the power of organic social media to drive massive reach and engagement.
