Paradigm worked with TD Canada Trust to develop a media relations campaign that changed the way the bank spoke to consumers about credit cards. By straying from the usual promotional credit card communications, TD Canada Trust took a leadership role and educated Canadians – particularly younger Canadians – on responsible credit card use. The campaign focused on relevant, practical advice, addressing the knowledge gaps about how credit cards work, which were uncovered through TD-commissioned research that found Canadians 18-34 years of age knew the benefits of credit cards but still engaged in costly behaviour that impacted interest repayments and personal credit rating.
It was an innovative communications approach that caught media’s attention. Advice messaging from TD Canada Trust on responsible credit card use appeared in top-tier media outlets, generating 112 stories for a total audience reach of 27.6 million and cost per contact of $0.002.
for a total audience reach of
and cost per contact
An industry leader in customer service, TD Canada Trust has long been committed to financial literacy and educating Canadians on how to protect themselves against fraud. Recent research had shown that Canadians were particularly concerned about emerging types of online fraud but didn’t understand how to prevent it from happening to them.
Paradigm developed a proactive media campaign to educate Canadians on emerging cyber frauds and reinforce the strong security measures TD Canada Trust has in place. The campaign generated 155 print, online and broadcast stories with a total reach of 49.7 million (reach data from CPRS MRP), achieving a cost per contact of $0.0009.
print, online and broadcast
stories with a total reach of
and cost per contact
As Canada’s coffee leader, Tim Hortons wanted to mark National Coffee Day by thanking its loyal guests. Paradigm was tasked with brewing up media interest and online chatter while reinforcing Tim Hortons coffee quality and leadership. The traditional media campaign started with a survey that found Canadians would be more likely to give up Facebook over coffee and was supported by highly successful broadcast giveaways. On the social side, Paradigm delivered personalized National Coffee Day gift baskets to bloggers, and hosted a National Coffee Day Twitter Party to generate chatter before the big day. On National Coffee Day, Paradigm helped surprise and delight Canadian and U.S. Tim Hortons Twitter followers with $7,500 in Tim Cards for tweeting about #TimsCoffeeDay.
The Tim Hortons celebration of National Coffee Day generated 101 traditional media stories with a reach of more than 23 million. The social media campaign generated a reach of more than 15 million, with more than 8,000 tweets and 228 RSVPs to the Twitter party.
for a total audience reach of
For the first time in Tim Hortons history, Canadians had the chance to create the next donut to be added to Tim Hortons iconic menu. The prize was $10,000 for the best donut creation, along with serious bragging rights. To top it off, donut-loving Jason Priestley was a celebrity judge.
With no paid media support, Paradigm was tasked to generate media coverage for the contest. Paradigm conducted a multiphased national and regional media relations campaign to encourage Canadians to enter the contest, create media hype on the Jason Priestly judging day at Tim Hortons’ head office, profile the finalists and encourage Canadians to vote for the winning donut.
The results were outstanding. More than 63,000 Canadians submitted a donut creation, and more than 144,000 voted. The earned media campaign resulted in 700 news stories with an audience reach of more than 211 million impressions.
for a total audience reach of
Each February, Tim Hortons executes the most anticipated coffee promotion of the year: Rrroll Up the Rim to Win. Paradigm was tasked to generate coverage for the annual contest.
Paradigm developed a media relations campaign based on the insight that during Rrroll Up the Rim to Win a coffee is more than just a coffee. It’s the chance to win prizes. So, what happens when the coffee you treat your friend to is a winning cup? Tim Hortons conducted the “Rrroll Up the Rim to Win Etiquette Poll” asking Canadians what they would do if they were treated to a winning cup of coffee. The results proved to be excellent fodder for media: two-thirds of Canadians said they would keep the car if treated to the winning coffee by a friend.
The Rrroll Up the Rim to Win Etiquette Poll results generated 237 news stories with an audience reach of 25,220,877.
for a total audience reach of
Toy coverage during the holiday season is a given, but what about the rest of the year? Paradigm was challenged to increase share of voice throughout the year for key MGA toy brands.
MGA and Paradigm made toy-giving a year-round celebration with a comprehensive bilingual PR program, focused on mom bloggers, parenting media and mainstream news outlets, which showcased toys for every occasion, from Valentine’s Day to Halloween. Paradigm formed strategic partnerships with key influencers and bloggers to encourage hands-on toy trials.
The campaign produced more than 380 stories with a reach of more than 55 million. Product images were featured in 98% of the coverage and the cost per contact for the year was $0.001.
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with a reach of
To engage the target consumer for luxury appliance brand Thermador, seeing is believing. Brand research showed that once prospective customers experienced cooking with Thermador appliances, there was a higher likelihood they would make a purchase. To support its marketing efforts and help facilitate the consumer experience, BSH Home Appliances, Thermador’s parent company, was opening a long-awaited product showroom in Toronto’s King Street Design District. Paradigm was tasked with the challenge of building awareness for Thermador features and benefits and the BSH showroom in order to boost sales. Paradigm developed a multifaceted communications campaign including sponsorship of the CTV Canada AM kitchen set renovation, magazine advertorials, national design media coverage, and media showroom launch event. The year-long campaign generated significant media attention, built partnerships with key media and helped move the needle on Thermador sales.
Paradigm developed a multifaceted communications campaign including sponsorship of the CTV Canada AM kitchen set renovation
A leader in the baby and toddler world, Playtex Infant was looking at cost-effective ways to engage with its target audience of new moms to communicate product benefits and encourage moms to visit the new Playtex Mommyville website. Paradigm recommended a mom blogger influencer campaign designed to connect directly with Playtex Infant’s target audience.
Paradigm secured a registered nurse as spokesperson, offered new products to bloggers for “rate and reviews” on their blogs, and hosted contests tailored to each blog. This two-year program generated hundreds of mom blog posts, including dozens of product reviews. In addition, Paradigm secured several high profile bloggers to act as featured reviewers on the Playtex Mommyville site.
a mom blogger
designed to connect directly with
All women purchase feminine care products, but it’s not something they generally want to talk about. When Playtex Gentle Glide 360° tampons introduced a product redesign, Paradigm developed a social media campaign to speak directly to target consumers to break through the sensitive topic of feminine care in a fun way.
Paradigm tapped into a universal truth about young women getting their first periods: the advice and “helpful” tips they often got from mom and friends turned out to be amusingly inaccurate. So, Paradigm developed a social campaign asking women to tweet the zany advice they were given. The campaign quickly gained traction and women started sharing. The tongue-in-cheek approach helped media overcome the “ick factor” of talking about tampons. The Toronto Star wrote a period myth-busting story as a result of the Playtex Twitter campaign. The Huffington Post Canada called the tweets “entertaining” and asked readers to join the conversation. Data for the four-week period following the campaign showed a significant increase in sales.
Data for the
following the campaign
showed a significant
How do you generate media coverage for the Schick Quattro for Women razor with no new news about the product and very limited budgets? Paradigm developed a creative story angle to become part of the economic news that journalists were writing about in the newspapers. Using the Hemline Theory, an economic theory developed in the 1920s by American economist George Taylor that suggests women’s hemlines rise along with stock prices, Paradigm created a tongue-in-cheek campaign asking women to help boost the economy by wearing shorter skirts (with smooth legs, thanks to Schick Quattro for Women).
The Schick Quattro brand manager teamed up with an economist for interviews, and the media relations campaign generated 40 news stories, plus coverage internationally, with a total Canadian reach of more than 5.5 million and a campaign cost per contact of $0.004.
40 news stories
for a total Canadian reach of more
and campaign cost per contact
Building awareness for the Schick Quattro for Women razor at a time when there was no innovation or news about the brand was a challenge. To meet the marketing objectives, Paradigm created a social media campaign designed to engage directly with the brand’s target audience and reinforce the brand’s irreverent, fashion-oriented, “date-night razor” positioning: a giant virtual game of Truth or Dare.
The game, played out on Twitter, invited women to answer fun, cheeky “truths” and participate in fashion-oriented “dares” for a chance to win. Promoted through traditional media and blogger outreach plus promoted tweets, the campaign featured hilarious content from truths about the most embarrassing thing to happen on a date to daring participants to wear an old prom dress to the grocery store. The result? 6,700 tweets resulting in millions of impressions on Twitter, a boost in traffic on the brand’s Facebook page and a highly efficient program cost per contact of $0.019.
After years of research and development, the Schick Hydro Silk, a five-blade razor with water-activated moisturizing serum, was ready to launch. Paradigm along with the Schick brand team and its partner agencies developed an integrated launch plan that helped the product become the top-selling women’s razor in Canada.
Paradigm led a word-of-mouth social media campaign designed to target influential digitally connected, beauty-savvy Canadians through blogger outreach, and Twitter and Facebook programs. Paradigm also targeted key beauty media by seeding early product samples and hosting a sneak-preview event.
Thousands of razor samples were delivered through social, digital and experiential activations and hundreds of thousands of impressions were generated from blogger programs, online conversation and media relations. The result: Schick Hydro Silk became the top-selling women’s razor in Canada.
Schick Hydro Silk