Normally overshadowed by the Olympics, the Canadian Paralympics Committee sought to bring the incredible athletes of the Rio 2016 Paralympic games into the spotlight. To do so, BBDO created the “#Paratough” campaign to showcase the strength of the athletes and the intense training they undergo to prepare for the games. The campaign challenged Canadians to try to keep up with the athletes through a series of hard-core training videos.
Acart’s task was to develop a media plan to spread awareness of these training videos and invite Canadians to join the “#Paratough” challenge. The media mix included social media, influencer outreach, video, TV, and native advertising. Some of the media channels included Rogers and Bell Media for TV, Facebook and Twitter for social ads, and Google Banner, Yahoo, and YouTube for online ads/paid videos.
With a total media spend of $180,000.00, the campaign performed very well against the measurable objectives of increasing website visits and video views. There were over 15.7M online ad impressions, a TV ad reach of 9.3M, over 1.5M paid online video views, over 45,000 website visits, and 14,000 social engagements. Compared with 2015, the 2016 campaign generated very cost-efficient results, with the cost of ad impressions lowering by 41%, and the cost per website visit decreasing 4-fold. The average time spent on the website was almost 6 minutes, with the majority of traffic coming from mobile. The online ad campaign accounted for 59% of total web traffic. The Facebook ads reached almost 2M people and produced very positive engagement. The influencer Instagram component generated 82,000 positive engagements across 15 influencers and had a total reach of over 600K. Overall, the campaign had a very positive social impact and helped spread awareness of just how tough Paralympians truly are.