Following our campaign to support The Bachelorette Canada, we worked closely with Good Human Productions and Corus’ W Network’s digital media team to create a seamless digital, social, and web experience for The Bachelor Canada Season 3. Our key challenge was to build on the existing Bachelor Nation fanbase to nurture and grow the fandom for this uniquely Canadian take on the franchise favourite. A key component of this campaign was the Celebrity Fantasy Draft - a highly-polished Facebook Live special.

GOALS

 

Drive tune-in to the series’ television broadcast through engagement with the digital campaign elements

Grow and engage the dynamic online fan base

 

what we did

Superfan & Celebrity Influencer Outreach | Paid Reach | Social Media Community Management | Celebrity Fantasy Draft livestream and Online Predictions Game | Superfan Experience Contest | Digital Content Production

As part of the digital media strategy, Innovate By Day was engaged to build and implement a six-month campaign. Tapping into the competitive element of the show, we worked to grow and engage Bachelor Nation in Canada, driving tune-in through paid reach, social media, and gamification.

A cornerstone to the campaign we developed was the Celebrity Fantasy Draft - an hour-long Facebook Live segment hosted by Jennifer Valentyne and featuring Canada’s Bachelorette Jasmine Lorimer, former Bachelor contestant Sharlene Joynt, radio personality Roz Weston, and comedian Daryn Jones. Our Innovate By Day Studio team produced the live multi-camera special, with a full production crew, on-screen graphics, promotional content, and cross-platform social media community management.

We developed the online interactive Predictions Game, which offered Canadian fans a way to feel more invested in the outcome of the show each week, return to watch so they could update their picks, and get the best chance to win a prize.

results

KEYWORD

447,000 views on the Celebrity Fantasy Draft exceeding expectations

KEYWORD

27 million impressions and 1 million engagements on social media

KEYWORD

32,000 active Predictions Game players, 35% of players returned every week

KEYWORD

Trended #1 in Canada on Twitter each week during broadcast

examples of work

Celebrity Fantasy Draft

Join Team Jasmine

Super Fan Experience - Rose to Rose

Bachelor - Faces (Social Video)

The Predictions Game Rotator