Male suitors compete for the affection of Canada’s first Bachelorette, Jasmine Lorimer, in The Bachelorette Canada. Engaged by Good Human Productions to support the reality series with social and digital media marketing, Innovate By Day generated a strategy that tapped into the franchise’s existing fan base to harness and grow Bachelor Nation in Canada.

GOALS

 

Drive tune-in to the broadcast and after show
Generate and grow a dynamic online conversation and active Canadian fan base

 

what we did

Superfan & Celebrity Influencer Outreach | Paid Reach | Community Management | Watch Party Kit for Engagement During Broadcast | Superfan Experience Contest | Digital Content Production

Centering the strategy around appointment viewing, we created a digital through-line that encouraged Canadian fans to return to the linear broadcast week after week, invest personally in the series and its outcome, and feel connected to the community in person and online. The fan engagement campaign culminated in a live watch party event in Winnipeg with series competitors.

results

KEYWORD

20 million impressions, 75% earned organically across social media creating an active fanbase in Canada

KEYWORD

Over 1 million engagements, 65% earned organically across social media

KEYWORD

Trended #1 on Twitter weekly during broadcast

examples of work

Super Fan Experience - Naya

Winnipeg - Men Tell All

Meet Graphic

Watch Party Kit