Client: Canada Media Fund
Encore+ is a YouTube channel featuring memorable Canadian films and Television shows from the last couple decades, including comedies, dramas, children’s shows, docs, shorts and feature films, in both official languages. All content is free. The challenge was to drive to YouTube subscriptions and views, specifically towards fans interested in the nostalgia of beloved, classic Canadian shows.
Partnering with Encore+’s parent company, Canada Media Fund and Google, Innovate By Day identified specific audiences and leveraged existing content to reach them. We also created original content pieces that tapped into existing fandoms (Degrassi, Ready or Not). A strategic digital paid media campaign was executed to reach incremental audiences through social Google and Programmatic platforms. In addition to our strategic targeting, creative executions such as robust video and graphic content also appealed to audiences.