Client: Good Human Productions
Network: Corus Entertainment
The Bachelorette Canada:
The first ever Bachelorette Canada premiered on W Network. With an existing Bachelor Nation fan base, the challenge was to continue to grow the Canadian fandom for this uniquely Canadian franchise of Bachelor Nation.
After The Bachelor Franchise shifted to W Network, Innovate By Day was brought on to help to further build a new fandom that was uniquely Canadian while still serving up exciting and engaging content in line with the Bachelor Nation brand. We tapped into the insight that fans enjoy watching the show live in groups, and participating in the existing Bachelor Nation community.
One of our largest integrations was The Bachelorette Canada SuperFan Experience - a nation-wide contest executed by Innovate by Day and W Network. Each week a Bachelor Nation “SuperFan” was selected from hundreds of applications to co-host the Bachelorette Canada After Show alongside TV and radio personality Jennifer Valentyne and dish about the week’s episode. Innovate By Day captured each unique fan experience in a series of weekly videos that were shared across multiple social and digital platforms, engaging hundreds of devoted fans.
To engage fans in a live setting, we created the Men Tell All Watch Party. We ran a 10 week contest where fans voted for their home cities, and slowly narrowed them down each week. The winning city was Winnipeg, and we hosted a watch event there with live activations. We also created an interactive printable “Watch Party Kit” engagement tool that encouraged fans to watch the show live and participate in large-scale groups. It also allowed us to integrate sponsors and play along with the competitive nature of the show.
Our multiple digital/social integrations with the network spanned advertising, sponsorships, and experiential marketing. It was a great way to engage fans across the country and celebrate the superfan “brand ambassadors” who holistically furthered the brand across Canada.
The Bachelor Canada:
Building from our successful campaign with The Bachelorette Canada, we were tasked to work in tandem with W Network to navigate the Bachelor Nation waters for Canadian fans. For Season 3 of The Bachelor, we needed to continue to tap into the nation-wide hype, while staying true to the brand that has been built south of the border.
For the third season of The Bachelor Canada, we worked closely with W Network’s digital media team to create a seamless digital, social and web experience for the series. As part of the digital media strategy, we implemented a 6-month social media campaign with an interactive predictions website, a fan experience opportunity, and social graphics and videos. The three main fan engagement campaigns: SuperFan Experience (a continued opportunity for fans to participate in the Aftershow with Jennifer Valentyne), Celebrity Fantasy Draft and The Bachelor Canada Prediction Game (interactive games with sponsor prizing) brought fans from across the country together to share an engaging second screen experience.
Custom social content (graphics and GIFs) were created by our content team and shared out by our social community team who live-tweeted during each episode and Aftershow with enthusiastic fans who kept the conversation going 24/7.
As we created each online segment of The Bachelor Canada, we were mindful that every piece of content helped to elevate the fan experience seen offline. The Celebrity Fantasy Draft was launched as a produced Facebook Live segment hosted by Jennifer Valentyne featuring Jasmine Lorimer, Sharlene Joynt, Roz Weston, Daryn Jones. Our team produced the live segment that included a full production crew, on-screen graphics, promotional content and cross-platform community management. The Bachelor Canada Prediction Game, was developed to keep fans on their toes and engaged each week, with prizes from a title sponsor. Fans could compete with their friends, join a celebrity team and more.