PROBLEM
Canadian Tire wanted to position themselves as the one-stop-shop for all things Christmas. Not just in the weeks leading up to Christmas Day, but for the entire two.How could Canadian Tire differentiate themselves from other big brands, grow basket size and keep Canadians engaged for the entire 2 months.
SOLUTION
Christmas is a magical time of year, but it is also a very busy one: getting the house ready, hosting parties and shopping for gifts which leaves many feeling overwhelmed. Drawing on this insight, as well as consumer behaviour data, we developed an approach designed to help Canadians prepare for Christmas, one simple tip at a time. We created a branded content campaign called “From Start to Christmas” which release tips and other fun content that coincided with the changing behaviour throughout the season.
RESULTS
The campaign was the most successful social campaign for Canadian Tire to date.
- 190% increase in online engagement vs. previous year.
- 1300% lift in site traffic to Christmas category pages.
