Geological Survey of Canada History Committee
Social Media Campaign
No matter where you live in this vast country, the Geological Survey of Canada has been there. Over the past two centuries, while mapping from coast to coast to coast and working to develop natural resources and protect the environment, the federal agency has helped shape Canada.
Which means it has hundreds of stories to tell.
In 2017, a group of retired geologists and historians wanted to share some of those stories with the world to celebrate the GSC’s 175th anniversary. But they had a problem: as a small, independent committee with no budget, how could they possibly compete with the multitude of million-dollar campaigns designed to bring Canada’s rich history to life during festivities to mark the country’s 150th birthday?
That was the challenge we accepted. We were delighted to help—our studio is in a building that was an early home to the GSC. We created an innovative social media campaign that generated an estimated 6.3 million impressions while also earning plenty of earned media coverage. It also won a Gold in the Social category of the 2018 WARC Awards.
Here’s how we did it.
A Targeted Approach
Extending the Experience
Expanding the Reach
The level of engagement that ensued was far beyond even our expectations. Sentiment was 99% positive on Instagram—an outstanding feat considering that users were, for the most part, essentially being spammed. Furthermore, our page and posts were not reported as spam throughout the campaign period—a testament to the quality and relevancy of the facts we shared.
In addition to the high volume of Instagram impressions, there was a large spike in visits to the GSC’s Wikipedia page and almost two million references on Twitter. Many more young Canadians were introduced to facets of Canada’s rich history and the role of the Geological Survey of Canada in exploring and documenting this great country, as a result.
Well done, eh?