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Canada Deposit Insurance Corporation (CDIC) Integrated Content Marketing • Case Study

 

BUSINESS & PROFESSIONAL SERVICES – B2C EXTERNAL COMMUNICATION – FOR YOUR LIFE

 

THE COMPANY

CDIC’s deposit insurance protects Canadians’ savings in case a bank or other member financial institution fails.

THE CHALLENGE

To inform Canadians of the importance of deposit insurance for their savings and to improve their overall financial knowledge.

THE STRATEGY

CDIC partnered with Fifth Story to develop a national, bilingual integrated content marketing campaign that leveraged paid, earned, owned and social media across multiple platforms.

The centerpiece of the integrated content marketing campaign was a segment in the Spring 2015 episode of For Your Life, Fifth Story’s lifestyle show featuring lifestyle stories. The video segment, featuring couples being interviewed about themselves and their financial plans, was edited to create a 30-second direct-response television spot. Both the television show and spot aired in Spring 2015 on television stations such as HGTV and Showcase.

CDIC’s For Your Life segment was then edited to create two online videos that were distributed to Fifth Story’s national network of online editors and bloggers. The French online video was created with original content, and the English version based on the For Your Life segment. The English online video was also promoted through digital content drivers directing traffic from premium websites to the video on YouTube.

THE RESULTS

This was CDIC’s fourth time participating in Fifth Story’s For Your Life program. The company was happy with the value the program provided in their previously booked segments from the October 2013, May 2014 and Fall 2014 shows. They felt confident working with Fifth Story and trusted Fifth Story’s ideas and execution for all For Your Life segments.

The Spring 2015 campaign successfully raised awareness of the importance of deposit insurance through a combination of television, online and social exposure.

The Spring 2015 campaign achieved over 22 million impressions across paid, earned, owned and shared channels. National, local and specialized websites and blogs across Canada including – Yahoo, iTunes Podcast, MSN and Dailymotion – picked up the online videos. National, local and specialized newspapers and magazines pick up the accompanying written content. Earned media results were measured using Media Relations Rating Points (MRP®), Canada’s industry standard for earned media measurement. To date, CDIC’s online video has received 3,000 YouTube & Facebook video views.

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