National Canadian Film Day (NCFD) is an annual one-day, coast-to-coast-to-coast celebration of Canadian cinema driven by Reel Canada since 2014. The day is traditionally marked by public screenings of Canadian films at movie theatres across the country. Because of the COVID-19 pandemic, Reel Canada changed their plans to incorporate virtual watch parties and a four-hour livestream event.

With only one week left before the big day, NCFD brought Innovate By Day on board to consult on communications, live event production, digital marketing, and promotion of the day’s events.



Make National Canadian Film Day’s first all-online edition a success


Drive video views and watch time with a targeted online ad campaign


Help deliver a professional quality livestream

what we did

Communication Strategy Consultation | Pivot Plans | livestream | Paid Reach | Social and Digital Media Content

Working with Reel Canada, we participated in the strategic planning and execution of the NCFD day-long events, consulted on the strategy for the paid media campaign, leveraged outreach to stakeholders, industry partners, and audiences, and implemented paid reach campaigns on Facebook and Instagram. Our team supported the writing of social media content for the Reel Canada team, partners and stakeholders, and produced graphics for the social channels and livestream.

A dedicated consultant from our team acted as a key member of the livestream broadcast team, coordinated every guest in the live event, assisted with producing and recording pre-interview roll-ins, and helped to solve technical challenges while coordinating multiple stakeholders.



Over 40 million potential reach, thanks to the participation of many Canadian celebrities and industry organizations, including Ryan Reynolds, Sandra Oh, Netflix, Telefilm, ACTRA, and Canadian distributors and broadcasters

KEYWORDIn only four days, the NCFD Facebook/Instagram paid campaign earned: 750,000 impressions and 500,000 video views, An exceptional 73% average watch time, 100% completion of the videos by 61% of viewers.


The 4.5 hour NCFD livestream garnered 1.6 million impressions with no technical glitches


Over 25,000 people watched one or more of the NCFD livestreams

examples of work