Canadian Tire: #Shovelitforward
Campaign summary
In this case study, Canadian Tire, a home-grown retail company selling a variety of products, reached consumers shopping for low-involvement seasonal items by tapping into the great generosity and kindness of Canadians, especially in winter when helping one another is uniquely part of the Canadian culture. With a limited budget, the campaign opted for creating an "emotional experience" by launching a movement #Shovelitforward where Canadians shoveled their neighbour's driveway, which seared positive associations in their minds, increasing share-of-heart.
- The Facebook portion of the campaign generated 3.4 MM video views
- The engagement rate was an astounding...