own the algorithm

In a category evolving to healthier options, where the target demo may favour natural/alternative nut spreads, Kraft Peanut Butter sought an opportunity to be the breakfast of choice, by owning Mornings and Toast Occasions, with National reach and awareness. Campaign objectives were to drive engagement amongst millennial parents, drive intent, as well as create brand love and affinity.

So.da created a Twitter-first Variety Show, #KraftPBTV, featuring a variety of content that was entertaining, relevant and rooted in Twitter data. With Twitter being the #1 platform for sports video views, +260k dating-related Tweets by Canadians in the last year, and 58% of Twitter users strongly interested in cooking, #KraftPBTV provided diverse show segments that truly resonated with audience’s interests. The series consisted of five episodes ranging from the timeless crunchy vs. smooth debate, to blind dating, and cookies for breakfast.

#KraftPBTV reached over 4 million Canadians, generated over 55 million impressions, and drove nearly half a million engagements. The series won a Twitter Best of Tweets 2021 award for Best Brand Pivot.

With the legalization of single event wagering in Ontario, OLG was looking to create a new marketing initiative to support OLG & PROLINE+’s objectives against increased competition. With the objective to establish OLG and PROLINE as the leader and trusted source of sports betting information, drive the target demographic to OLG.ca, creating a social-focused campaign ensured users were primed in the right environment.

OLG Game Plan, an always-on content series, delivered digestible sports analysis, PROLINE+ Picks and insightful takes on teams, games, players, interviews with sports legends and interactive content that invited users to be part of the fun (social polls, memes). Filmed weekly, over 19 weeks, the campaign consisted of +800 pieces of real-time content. Brad Smith, a former pro-Football Player, and Ashley Docking, a multi-sport athlete with a career in sports media, gave fans a light-hearted, knowledgeable approach to sports content. OLG partnered with Major Leagues (NFL, NHL, NBA, MLB) to obtain rights for in-show references and special guests, including Joe Montana, Nate Burleson and Natalie Spooner.

Game Plan generated more than 322M impressions, over 10.9M engagements, 95.8M video views.