Spearheaded by Canada Media Fund, Encore+ is a YouTube channel featuring hundreds of iconic and award-winning Canadian films and television programs, free without cost, in both official languages. The challenge was to launch the channel, drive to YouTube subscriptions and views, specifically towards fans interested in the nostalgia of beloved, classic Canadian shows.
Earn 1 million views in the first five months (Nov 2017 - Mar 2018)
Accumulate 15,000 subscribers in the first five months (Nov 2017 - Mar 2018)
Generate brand awareness for Encore+ across social media
what we did
Digital Strategy Consultation | Video Content Curation | Online Monetization Optimization | Digital Video Production | Social Media Community Management | Social Video Optimization
Innovate By Day developed a comprehensive digital and social campaign to launch the Canada Media Fund initiative Encore+ YouTube channel. The campaign focused on activating fans of classic Canadian television series as well as reaching out to potential fans to bring new audiences to existing series including Degrassi, Due South, Ready or Not, and Mr. Dressup.
Partnering with Canada Media Fund and Google, we identified audience segments and leveraged existing content to reach them. We created original digital content that tapped into latent fandoms. We executed a strategic paid media campaign through social media, Google, programmatic platforms, and influencer outreach, driving views and subscriptions.
1.6 million video views in the first five months, exceeding our target
15,700 subscribers accumulated in the first five months, exceeding our target
Over 50 million impressions across Twitter, Facebook & Instagram in the first five months