BE KIND ONLINE
EXPERIENTIAL AND DIGITAL CAMPAIGN
As a partner in SaskTel’s record of agency for social and digital marketing we set out to create an engaging and authentic campaign to shed light on Pink Shirt Day.
We wanted to collaborate with local influencers as well as school to help us promote and spread our message and have it feel more like advice from a friend and not a brand telling you what to do.
Our team curated packages had sent them out to each participating body in hopes that they would create an video that outlined how words have impacted them, which is a tie back to our main campaign message. YOUR WORDS HAVE IMPACT.
THE PHYSICAL EXPERIENCE
Through personalized notes and packaging we put together kits that would not only help convey our message and our collaborators mission but we also wanted to create something that was post worthy on it’s own.
Each content creator was sent a one of a kind t-shirt with a note that clearly stated what our campaign was about and how we wanted them to participate.
Also, schools across the province were sent a treasure trove of items to help them complete the same mission all while spreading the word in their own halls and communities.
THE DIGITAL EXPERIENCE
Our online component was all about inspiring others to share the ways words have impacted them through a video on social media.
Each video would be an entry into our Pay it Forward contest which would award one lucky winner $2,500 as well as an additional $2,500 to pay forward to a local organization or charity as an act of kindness.
Once the schools and our collaborators had their packages in hand, and their videos were live, the submissions began to flow.