Canadian Tire: #Shovelitforward

This case study details how Canadian Tire, a retail company, increased reach and sales in Canada through its #ShovelitForward campaign.

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...

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