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Canada Protection Plan Video Content Marketing • Case Study

INSURANCE – B2C EXTERNAL COMMUNICATION – VIDEO CONTENT MARKETING

 

THE COMPANY

Canada Protection Plan is one of Canada’s leading suppliers of insurance coverage.

THE CHALLENGE

To generate awareness of their insurance plans among Canadians between 20 and 80 years old.

THE STRATEGY

The Media Cottage, Canada Protection Plan’s in-house agency, partnered with Fifth Story to develop a national video content marketing campaign that leveraged paid, earned and owned media across multiple platforms.

The campaign included a video segment in the Spring 2014 episode of For Your Life – Fifth Story’s television show featuring lifestyle stories. The video segment was edited to create a 30-second direct-response television spot. Both the television show and spot aired in May 2014 on television stations such as Food Network and HGTV.

Canada Protection Plan’s For Your Life segment was also edited to create an online video that was distributed to Fifth Story’s national network of online editors and bloggers. The online video was also promoted through digital content drivers directing traffic from premium websites to the video on YouTube.

THE RESULTS

The campaign successfully raised awareness of Canada Protection Plan across the country through a combination of television, online and social exposure.

The campaign achieved over 8 million impressions across paid, earned and owned media channels. National, local and specialized websites and blogs across Canada – including Yahoo, Dailymotion and MSN – picked up the online video. Earned media results were measured using Media Relations Rating Points (MRP®), Canada’s industry standard for earned media measurement and evaluation.

To date, Canada Protection Plan’s online video was viewed over 2,000 times on YouTube.

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