When Bell Media needed a fast, knowledgeable team to spearhead social messaging and execution for STRONGER TOGETHER, TOUS ENSEMBLE, they turned to the experts at Innovate By Day.

STRONGER TOGETHER, TOUS ENSEMBLE
STRONGER TOGETHER, TOUS ENSEMBLE

The Challenge

With less than a week until the history-making multiplatform broadcast STRONGER TOGETHER, TOUS ENSEMBLE, Bell Media approached Innovate By Day to collaboratively create and execute a strategic plan to support the event.

Working very closely with Bell Media’s #StrongerTogether team, Innovate By Day was charged with the following goals:

  1. To drive audience viewership to the initial broadcast on Sunday, April 26th.
  2. To facilitate donations to the campaign, via the Food Banks Canada website or mobile text-based donation.

In addition to our strategic plan, we created a network-agnostic website and social media resource hub for the national campaign, and multiplatform messaging in English and French to drive the conversation online and support the broadcast.

STRONGER TOGETHER, TOUS ENSEMBLE was an unprecedented, multiplatform live broadcast event airing Sunday, April 26th, 2020 to raise money for Food Banks Canada. The biggest multi-platform broadcast in Canadian history was put on by fifteen major Canadian broadcasting groups led by Bell Media, CBC, Radio-Canada, Corus Entertainment, Groupe V Média, and Rogers Sports & Media presenting the star-studded show on hundreds of TV, radio, streaming, and on-demand platforms, commercial-free.

Canadian artists, activists, actors, and athletes shared their talents and their stories of hope and inspiration for a 90-minute event in a national salute to frontline workers combatting COVID-19.

What We Did

Starting work only five days prior to the event (and with only two days to launch), Innovate By Day’s experienced team responded quickly to put together a campaign for STRONGER TOGETHER, TOUS ENSEMBLE that supported what would soon be a hugely successful broadcast with an incredible donation rate. 

Working closely with the Bell Media team, we:

  • Created a strategy overnight that balanced the priorities of multiple stakeholders, including broadcasters, talent, and Food Banks Canada
  • Developed an agile execution plan and editorial calendar to ensure a steady stream of content promoting the broadcast and encouraging donations to the Food Bank in the lead-up time
  • Designed and built two responsive, standalone websites–one in French, one in English–and went from design to successful deployment in 48 hours. Built to withstand the massive traffic on the day of broadcast, the sites were visited by over 85,000 users during the broadcast.
  • Created and ran the @StrongerCanada Twitter and Instagram accounts in both official languages, which acted as the lead resource for the broadcast partners and the talent involved in the event
  • Wrote copy for nearly 200 posts, in both official languages for 2 platforms
  • Created additional branded graphics based on the guidelines and templates provided by Bell Media
  • Sourced and packaged talent photography when none was available from broadcasters or talent
  • Adapted to last-minute changes in the editorial plan right up to broadcast time, as interest grew in the show, and the list of attendees expanded and shifted
  • Moderated the @StrongerCanada accounts from 7AM until 10PM daily from Friday morning through the broadcast on Sunday night.
IMAGE: a tweet from @StrongerCanada featuring images of Justin Bieber, Johnny Orlando, Donovan Woods and Alessia Cara. All Images from Getty Images.
IMAGE: a tweet from STRONGER TOGETHER, TOUS ENSEMBLE featuring Justin Bieber, Johnny Orlando, Donovan Woods and Alessia Cara.

The Results

During the popular, traffic-heavy live event, the @StrongerCanada social channels were a critical resource for the home audience when the Food Banks Canada website and its text-to-donate systems were both overwhelmed. Our team quickly pivoted with proactive messaging, managing audience inquiries in real-time, keeping people informed of response times and encouraging donations after the broadcast. 

On social, we saw exponential growth, reach and engagement as the broadcast neared, the word spread, and the hype grew:

  • 2.1 million impressions and 26,000 engagements on Twitter and Instagram
  • 135,000 hashtag mentions of #StrongerTogether and #TousEnsemble
  • 587,000 engagements
  • A potential reach of over 1.2 billion people across the globe
  • Over $8 million raised for Food Banks Canada during the week of broadcast

With over 12 million viewers watching live (roughly one-third of Canadians), STRONGER TOGETHER, TOUS ENSEMBLE was the most-watched non-sports event in Canadian broadcast history.