for MediaSmarts (fall 2025)
Ad campaign garners 13.7 million impressions!
The campaign:
To promote their annual Media Literacy Week and Digital Citizen Day events, MediaSmarts launched a multi-platform ad campaign, targeting teachers and parents on Facebook, LinkedIn, Instagram, and Google Search.
My role:
Tasked with managing the creative process, I led the ideation & writing processes for our viral campaigns; on top of writing the ad’s copy (graphic & caption), I directed the graphic designer’s asset creation.
Biggest challenge:
As an American, I was unfamiliar with Canada’s beloved House Hippo and his 1999 campaign. In lieu of my own personal nostalgia, I relied upon the memories of my client, our audience research, and the comments of average Canadians (thank you Reddit posts!) to craft the messaging for our modern revival.
The results:
– 13.7 MILLION impressions in just three weeks
– 774% increase in year-over-year engagement
– 225% increase in year-over-year click-through rate
– 43.6% reduction in total spending!
– One happy client, many more happy teachers (-:
Focus:
Viral marketing; paid ads
Goal:
Awareness, engagement
Industry:
Education, Media Literacy
