INNOVATION150

Rain developed and executed a year-long paid digital marketing strategy to promote Innovation150 – a signature initiative of Canada 150. The initiative brings science and technology exhibits and programming to locations across the country.

DIGITAL MARKETING STRATEGY

  • Developed a paid digital marketing strategy that includes social media marketing, search engine marketing (SEM), display advertising and YouTube pre-roll advertising.
  • To date, the paid marketing efforts have resulted in engagement rates more than 200 times the rate of organic (unpaid) engagement.
  • Developed specific strategies, ads and videos to reach target demographic of 13-24 year old Canadians with an interest in science and technology.
  • Responsible for strategy execution throughout 2017, including daily monitoring, weekly evaluation and measurement, bi-weekly analysis and reporting, and quarterly reports to funding partners.
  • Innovation150 is led by Perimeter Institute for Theoretical Physics, Actua, the Institute for Quantum Computing at the University of Waterloo, the Canada Science and Technology Museums Corporation, and the Canadian Association of Science Centres, along with its members.

CONTEST CAMPAIGN SUPPORT

  • Concept development, script writing, video creation and editing to support the #CanadianLifeHacks contest.
  • Creation of a suite of digital ads and social media assets, including short video ads.
  • The campaign video saw an engagement rate of almost 60%.

SOCIAL MEDIA ADVERTISING

  • Developed specific paid marketing strategies for Facebook, Twitter and Instagram.
  • Created campaigns to promote traffic to the website, geotargeted event promotion, contest entries, boosted post engagements and video views.

SOCIAL MEDIA ADVERTISING

  • Developed specific paid marketing strategies for Facebook, Twitter and Instagram.
  • Created campaigns to promote traffic to the website, geotargeted event promotion, contest entries, boosted post engagements and video views.

SEARCH ENGINE MARKETING AND DISPLAY ADVERTISING

  • Conducted keyword research and created targeted Adwords campaigns to reach general audiences and geotargeted event audiences.
  • Provided design and copywriting services for bilingual display ads promoting Innovation150.
  • Developed and placed YouTube pre-roll and bumper ads promoting the Power of Ideas Tour and Canadian Life Hacks Contest.

RESULTS

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