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Toonies For Tummies Content Marketing Campaign • Case Study

NON-PROFIT – B2C EXTERNAL COMMUNICATION – TV SPOT & CUSTOM VIDEO

 

THE COMPANY

The Grocery Foundation is an Ontario-based not-for-profit dedicated to “Feed Hungry Children”. The organization operates with the support of Canada’s leading retail, food, beverage and consumer goods companies.

The Grocery Foundation just launched their Toonies for Tummies 2015 campaign. Toonies for Tummies is a campaign focused on raising money to help fund breakfast and nutrition programs in Ontario and Atlantic Canada.

THE CHALLENGE

How to raise awareness of the Toonies for Tummies 2015 campaign and encourage shoppers at participating retailers to donate a Toonie to help raise $1,000,000.

THE SOLUTION

The Grocery Foundation partnered with Fifth Story and Breakthrough Communication to develop a content marketing campaign. “We really wanted to connect with the consumer [this year] and thought we would try a couple of different avenues,” said Michelle Scott, executive director of The Grocery Foundation.

Fifth Story produced this year’s campaign video. The 60-second video features children’s honest answers to the question “what would you do with a Toonie?” mixing humor, emotion and poignancy. The result is highly entertaining and engaging.

The video will be promoted through paid, earned, owned and shared media channels. Fifth Story handled the media buy. The video is airing on local TV stations in Ontario and Atlantic Canada from the end of January to mid-February 2015. Breakthrough Communication developed the public relations program, with media and blogger outreach.

Fifth Story edited the video to create 45 custom versions – one for each supporting sponsor – including their name and logo. These custom videos will be promoted via the supporting sponsors’ owned media channels, providing additional exposure to the campaign.

Fifth Story also edited the video to create a 6-second Vine video for social media outreach.

THE RESULTS

The Grocery Foundation’s content marketing campaign is successfully raising awareness of their Toonies for Tummies 2015 campaign through a combination of TV, digital and social exposure.

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