Join The–Dots

Integrated Strategy and Comms Planning for the Pan American Games 2015

Project Overview: Developing a comms strategy for the 3rd largest sporting event in the world ​
Our Challenge: We needed to change the conversation in Ontario from apathy to anticipation for the largest event in Canada's sporting history. 
Strategy: - Dimensionalise the size and scale of the Pan Am games.  - Take our audience on an emotional journey to drive awareness and conversation about the games​ ​- Make them want to come to Ontario
Results: 
- Awareness for Pan Am/Parapan Am Games advertising: from 19% (pre) to 42% (post campaign) ​ ​ - Proven recall: 53% (vs. objective of 40%) ​ ​​ - Purchase intent: 32% (vs. objective of 25%) ​ ​ - Positive impression of the games: 63% (vs. objective of 50%) ​ ​ - YouTube: 3.6M views for Invade​ ​ - It’s important to note that the video went viral almost immediately without any paid advertising, generating over 185K organic views (vs. a typical 4K views achieved by previous videos). ​ ​ - YouTube completion rates was at 21% (vs. benchmarks of 13%)​ - Pre-roll video completion rates was at 24% (compared to benchmarks of 15%). ​ ​ - Visits to ontariotravel.net: 100,000 to the Pan Am page (vs. objective ​ of 75,000 visits). ​ ​ - Instagram Ads indexed at 112 for recall. ​

Credits

Mona Chammas

  • Message

Join our Pro Plan to message Mona

You can only message people who are following you. If you’d like to message this person, simply join our Recruiter Pro Plan.

FollowUnfollow
  • Strategy Director
  •  

Project Tags

  • integrated campaign
  • Social Media Strategy
  • Digital Strategy

Share your new project