Build your campaign around an international event.
The 2015 #FIFAWWC was hosted in six cities across Canada, with the exciting championship match played in Vancouver, British Columbia. The 30-day tournament attracted a live audience of over one million fans and nearly 10 million viewers worldwide. @HelloBC leveraged the popularity of the international women’s soccer tournament to drive mass awareness of the province as a desirable tourist destination, and to encourage #FIFAWWC attendees to further explore the destination while there.
Maximise engagement with live video streaming.
@HelloBC maximised a media-forward Twitter strategy through engaging photos and a live Periscope stream that allowed users to #exploreBC hot spots. To maximise engagement and drive views, the brand partnered with local influencers to host the Periscope feeds. By doing this, viewers were able to virtually visit the Pacific-rimmed @MyVancouver or watch playful otters toss around a mini soccer ball at the @vanaqua. Periscope also allowed @HelloBC to seamlessly stream video from a variety of locations outside of the city, including the lush rainforests of @GoWhistler and the breath-taking @seatoskygondola.
Maximise awareness with a Promoted Account and relevant targeting.
@HelloBC also achieved their goals of follower acquisition by running a promoted account campaign to capture global attention and quickly gain relevant followers. To reach this captive audience, they used multiple forms of targeting such as keywords (#FIFAWWC, #CAN, #USA, #JPN), interest targeting ("travel," "soccer"), and relevant @username targeting (@CanadaSoccerEN, @coachherdman, @TripAdvisor, @lonelyplanet).
Tapping into an audience who was watching the FIFA Women’s World Cup provided us with the opportunity to reach consumers through an innovative channel. By using Periscope we were able to profile some of BC’s remarkable experiences in a new way to a new audience.