Warrior Up! is a documentary series that follows Indigenous youth across Turtle Island who are standing up and making change, transforming their communities, lands, and lives for the better. Working closely with Picture This Productions, the show's producers, Innovate By Day developed and executed a comprehensive digital strategy that reached a wide audience in Canada and beyond.
GOALS
1
Build, grow, and engage the Warrior Up! audience base, driving tune-in and streaming for Season One
2
Encourage Indigenous youth and populations across Canada to tune in and inspire change within their communities.
what we did
Social Media Management | Paid Ads Campaigns | Website Design and Development | Content Creation | Social Media Community Management | ToolKit Writing and Design
Innovate By Day created a comprehensive audience development plan that included a social media strategy that included both organic posting and social media ads, a three-part social ads campaign, and a website housing additional information and the downloadable Activism 101 toolkit to drive the discoverability and impressionability of Warrior Up! Season One.
results
Across the three key social media platforms (Instagram, TikTok, and Facebook), including both organic posts and paid ads, our campaigns garnered:
REACH
4.65 million people reached
LINK CLICKS
37,439 link clicks to Warrior Up! pages, including APTN, APTN lumi, and WarriorUp.TV
ENGAGEMENT
5.13 million post/ad impressions
examples of work
Activism 101 ToolKit
This designed-for-mobile PDF booklet is an introduction to community activism for Indigenous and non-Indigenous youth. Designed to echo the visual look of the television series, the booklet includes images and quotes from Warrior Up! Season One.
Warrior Up! Website
We designed and developed a mobile-optimized Warrior Up! website as a promotional landing spot for redirects from social links and as the hub for driving inspiration for action.