We crafted a platform that positioned the government as the leading source on the topic, but at the same time gave equal weight to all sides of the cannabis debate by using a clever overlapping device that showed two points of view, connected by the common theme: cannabis.
Broadcast
Print
Transit Ads
Pre-rolls
Available at participating government sanctioned cannabis stores, these free takeaway papers have important rules and regulations written on every paper.
Similar to the execution above, these postcards are made from 100% natural hemp and vegetable dye. Every rule and regulation is perforated and can be torn off to be used a filter.
Credits: Alyssa Free, Elizabeth Whalen, Leah Moy, Sebastien Wilcox, Marcus Mclachlan, Heidi Xiao, Drew Lightfoot.
METRICS
General:
Over 65,000 website views within the first week of launch indicates strong performance of TV, Social Media, and Display ads.
Social Media Engagement:
‘Public Places’ social engagement rate is 0.26% (the most comments we’ve ever seen for any BC Government ad).
Over 65,000 website views within the first week of launch indicates strong performance of TV, Social Media, and Display ads.
Social Media Engagement:
‘Public Places’ social engagement rate is 0.26% (the most comments we’ve ever seen for any BC Government ad).
Social Media Views & Impressions:
Public Places continues to be the strongest performer.
Over the Border is the second strongest performer at 0.79% CTR.
Static creative performing above client avg >0.20% engagements with Over the Border being the strongest at 0.29% (avg BC Gov campaign is <0.15%).
Overall CTR for static ads are indicating that messaging is continuing to resonate with audiences over time.
Social Videos - 15s Youth Health completion rate is currently 73.88%.
Targeted messaging towards travellers performing strong at 71.9% completion rate.
Kids and Youth video has seen a high completion rate of 66.82%, compared to the usual 40% for government ads.
All 6s videos are above 94% completion rate. Since launch, there have been 1.09 million video views.
Public Places continues to be the strongest performer.
Over the Border is the second strongest performer at 0.79% CTR.
Static creative performing above client avg >0.20% engagements with Over the Border being the strongest at 0.29% (avg BC Gov campaign is <0.15%).
Overall CTR for static ads are indicating that messaging is continuing to resonate with audiences over time.
Social Videos - 15s Youth Health completion rate is currently 73.88%.
Targeted messaging towards travellers performing strong at 71.9% completion rate.
Kids and Youth video has seen a high completion rate of 66.82%, compared to the usual 40% for government ads.
All 6s videos are above 94% completion rate. Since launch, there have been 1.09 million video views.
