Challenge:

Canadians are not protected from flood, and even worse, they don’t realize it.

That was the insight uncovered by research commissioned by Insurance Bureau of Canada (IBC), the industry association representing Canadian property and casualty insurers.

Findings showed almost 45% of homeowners think they have flood insurance, and 26% don’t know. Also, more than 60% of Canadians are not confident in their level of knowledge about what is covered in their policies.

Solution:

As a Toronto-based experiential marketing agency, Paradigm developed a consumer experiential marketing activation to stop people in their tracks and remind them of the impact of flooding.

The activation featured flood installations – aquariums with furniture and household items submerged in water – to give consumers a visual and personal reminder of the impact of flooding. The experiential marketing activation also featured interactive flood map kiosks, where people could learn about their neighbourhood’s risk of flooding. Brand ambassadors engaged with guests, distributing informational postcards and showcasing the flood map.

The high-impact activations were showcased at public grassroots events in B.C., Alberta and Ontario. Stakeholders and media were invited to the experiential marketing activations, and IBC presented local MPPs with a donation for a disaster relief organization.

Results:

There were 24 flood activations, which resulted in more than 141,000 brand impressions, 27,000 visitors and an average dwell time of 9 minutes per visitor. This is almost double the typical dwell time at similar consumer activations.

Media relations efforts to support the campaign have resulted in 5.3 million impressions.

CHALLENGE:

Feminine care products are a necessary purchase that women don’t want to think about and resent buying. And, in the world of feminine care products, getting women to care about one brand of liners over another is the most challenging.

Paradigm was tasked with developing an integrated marketing campaign for Carefree liners that would increase sales. To meet the aggressive sales targets, a creative solution was required.

SOLUTION:

Given there is liners no real differentiation between liner brands, the strategy was to create an emotional connection between Carefree and the target audience: confident women who have those days during the month where they just don’t feel like themselves.

The result was #FreeToBeYouToday, an award-winning program that aimed to give women a “boost” when they needed it most. The team transformed TTC’s Lower Bay Station into a pink Carefree world to surprise and delight women on their way to work. The activation was filmed to create videos which were seeded through digital, social and out-of-home media.

To bring the experience to life for women across the country, Paradigm created an online Carefree generator, rewarding women with surprise “mood boosters,” such as a delivery of flowers or feel-good online content, courtesy of the Carefree brand. Women who tried the Carefree generator were offered a free pack of Carefree to encourage trial. The integrated team continued the momentum with an organic and paid Instagram and Twitter strategy designed to reinforce Carefree messaging and build on the #FreeToBeYouToday theme.

RESULTS:

The #FreeToBeYouToday campaign videos had high video completion rates: 88.12% of viewers watched 100% of the video, delivering more than 13 million impressions and a solid average engagement rate of 15%, exceeding targets.

There were 81 million impressions delivered through out of home media and more than 68,000 visitors participated in the online generator experience, engaging directly with the Carefree brand.

Nielsen MarketTrack Data for the 12-week period following the campaign showed brand share increased by 0.6 and sales increased by 18%, exceeding the aggressive 14% goal.

Challenge:

In Spring 2019, Under Armour launched two new product technologies: Rush and Recover. The technology uses a mineral-infused fabric to take the energy athletes give off when they train and reflect it back into their muscles, increasing blood flow and helping them work harder and then recover faster. Paradigm was tasked with reaching female athlete influencers ages 25-34, who would share the story that these products can improve women’s athletic performance.

Solution:

As a Toronto-based experiential marketing agency, Paradigm created an immersive brand experience for 20 media and fitness influencers called “UA Women’s REBOOT Camp.” The two-day experiential marketing event educated the attendees about the technology so that that they would become advocates and recommend the products and brand to their fans. “R&R” took on a whole new meaning as attendees were pushed to the limits while they experienced the benefits of UA Rush and Recover apparel. Holistic programming focused on 3 streams: physical, mental and nutritional performance.

The retreat was capped off with an exciting stunt training session with American Ninja Warrior, Jessie Graff. The group learned a choreographed fight scene and how to fall from escalating heights. This made for strong social content showing how the Under Armour Rush apparel was put to the test.

Each participant received high-quality images and video content to share on their social media channels. The athletes left the experience totally immersed in the product knowledge and knew exactly what the products do and how the Rush apparel made them better.

Results:

The retreat was a huge success, fostering relationships with media that have led to ongoing media coverage about Under Armour Rush and Recover in outlets such as Fashion Magazine, Best Health, CBC, and more.

There were more than 80 Instagram posts shared throughout the marketing campaign, with sales increasing by 18% and more than 31,000 social engagements.