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Member Studies

Agency59

 

Anderson DDB Health & Lifestyle

 

BBDO

 

BrandHealth

 

Brown Communications

 

Cairns Oneil Strategic Media

 

Calder Bateman

 

Corktown Seed Co.

 

Cossette

 

Cundari

 

Dare Toronto

 

Day Communications

 

DDB Canada

 

DentsuBos

 

FREE

 

Gaggi Media

 

Grey

 

Hendrick & Associates Marketing Services

 

The Hive

 

H2 Central

 

Innocean Canada

 

JAN Kelley Marketing

 

john st.


Stanfield’s “Guy at home in his underwear”

The challenge for 150-year-old company Stanfield’s was simple yet daunting: become relevant to a younger generation of men who thought of the brand as “their grandfather’s tighty-whities,” if they thought of them at all.

Stanfield’s brand proposition, “We support men,” resonated well with the male target. And if he didn’t care much about underwear, the agency would find something he did care about: testicles. Specifically, testicular cancer.

“The Guy at Home in his Underwear” was a live-streamed, 24/7 fundraising social media experiment. A testicular cancer survivor, Mark McIntyre, spent 25 straight days at home in nothing but his Stanfield’s skivvies for all to see at GuyAtHome.com. Viewers could communicate with Mark via live chat and participate in fundraising challenges. And for each Facebook “like” received, Stanfield’s donated $1 to the Canadian Cancer Society.

The agency streamed four cameras using LiveStream technology. Viewers could vote in real time on a range of daily challenges for Mark. Weekly donation challenges were integrated into a branded page tied to the Canadian Cancer Society’s back-end donation platform. And one-minute videos recapped each day’s activities.

The results blew away every success measure set for the campaign. There were 52,161 Facebook likes (vs. goal of 25,000), 700,000 website visits, 5,216,100 social media impressions and three million minutes of LiveStream viewing time. There were also over 45 million media impressions in just one month, and 226 stories (vs. 15-20 goal) ran in outlets including the Globe and Mail, the National Post, Global TV, CBC and Sun Media.

It was dubbed “The best social media stunt the country has seen” by the Globe, and generated $52 million for testicular cancer awareness (vs. $25 million goal) and 52,000+ new Stanfield’s FB fans. It also won the Grand Prix at the AToMiC Awards.





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Juniper Park

 

JWT

 

kbs+ Canada

 

Leo Burnett

 

Lowe Roche

 

M2 Universal

 

MacLaren McCann Canada

 

Mamone & Partners

 

Marshall Fenn Communications

 

McKim Communications Group

 

Media Experts

 

The Top 6 Priorities for e-Commerce Holiday Results in 2011

Media Experts has identified six key areas on which Canadians marketers should focus in order to fully capitalize on the record-setting Canadian online retail growth which will reach a critical mass in this Holiday season during three of the most important retail shopping days of the year; Black Friday, Cyber Monday and Boxing Day.

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The Massive Impact Generic, Top-Level Domains (gTLDs) Could Have on Your Business and Why You Should Be Aware and Concerned

In June of 2011, ICANN unveiled plans that would allow the expansion of generic top-level domains, beyond the existing 22, to include just about anything, taking us from “.com” to “.whatever”. For example, instead of a typical URL like Amazon.com, the gTLD can now be “.amazon” and Amazon could then offer distinct URLs by product, like books.amazon or movies.amazon. Or Amazon (or some other company) could register a non-branded gTLD like “.books” and “Amazon.books” could be the URL. As it stands today, this scheme could go into effect within a few months.

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MediaCom

 

MediaVest

 

Ogilvy

 

OMD Canada

 

One

 

Padulo Integrated Inc.

 

PHD Canada

 

Precision Communications

 

Proximity

 

Publicis

 

Quiller & Blake Advertising

 

Q2 Integrated

 

RED The Agency

 

Red Lion Labs

 

Red Urban

 

Redwood Strategic

 

SapientNitro

 

Sid Lee

 

Squareknot

 

TAXI

 

TBWA\Toronto

 

The Collective

 

Think Shift

 

Union

 

Vector Media

 

Venture Communications

 

VMC Media

 

Wasserman + Partners Advertising Inc.

 

Weber Shandwick

 

ZenithOptimedia

 

ZGM Collaborative Marketing