The Challenge: Decline in player participation and lack of brand relevancy among those under the age of 35

Objective: Increase brand favorability, consideration and relevancy for Ontario Lottery & Gaming Corporation (OLG)

The Idea:  100% of profits from OLG go back to local communities, including support for amateur athletes pursing their Olympic dreams. Which means that OLG doesn't support/sponsor athletes, you the customer do.  Sponsored by You, puts the player at the forefront making them feel like a sponsor to Olympians each time they play with OLG. 

Go-To-Market Execution: 

• Paid (TV, Display, OLV, Social, Athlete & Influencer Content)

• Owned ( Site, Social, Earned PR) 

Results: 

• 91% relevancy (vs 65% benchmark)

• 52% favorability (vs 30% benchmark)

• 50% consideration (vs 30% benchmark) 

• 207M campaign impressions 

The Challenge: Low partnership awareness and lack of brand relevancy among those under the age of 35

Objective: Increase brand favorability, consideration and relevancy for Ontario Lottery & Gaming Corporation (OLG) for Toronto Raptor fans 

The Idea:  Collaborate with several grass-root basketball groups, giving them a platform to share their story and enforce OLG's commitment to community. 

Go-To-Market Execution: 

• Paid (TV, Display, OLV, OOH, Social, Toronto Raptors Channels)

• Owned (Site, Social)

Results: 

• 84% relevancy (vs 65% benchmark)

• 49% net increase favorability (vs 30% benchmark)

• 39% net increase consideration (vs 30% benchmark) 

The Challenge: Diminished relevance of Hudson's Bay Company as a top retailer, with low percentage of Canadians thinking of thebay.com during the holiday season.

Objective: Drive brand think and consideration for thebay.com.

The Idea: Holiday shopping can be a pain point for consumers as they have decreasing appetites to navigate busy retail stores. Leaning into this key consumer insight, Hudson's Bay created a holiday campaign around ease of shopping thebay.com. Leveraging star power from Annie Murphy, this spot shows consumers you can complete your holiday shopping all through the click of a button from the comfort of your bed.

Go-To-Market Execution: 

• Paid (TV, Display, OLV, Social, Talent Endorsement)

• Owned (Email, Site, Social, Earned PR) 

Results: 

• +3.4 pt lift in brand favourability (70% above industry norm) 

• +3.7 pts lift in consideration for shopping Hudson's Bay (190% above industry norm)

• +4% positive brand impact 

• 290M earned impressions

The Challenge: Low brand awareness as official Style Partner of The Toronto Raptors and low brand favorability.

Objective: Increase partnership awareness and drive positive brand sentiment  

The Idea:  As The Official Style Partner of the Toronto Raptors, Hudson's Bay brought players and fans together to celebrate style and inspire change through the launch of a limited-edition capsule collection, with all proceeds going to the Hudson's Bay Foundation. This spot reflects the importance of teamwork, on and off the court, inspiring positive change across Canada.

Go-To-Market Execution: 

• Paid (TV, OOH, OLV, Social, Talent Endorsement) 

• Owned (Social, Email, Site)

• Limited-Edition Collection Drop 

Results: 

• +12% lift in partnership awareness 

• 75% positive social sentiment 

• +100M campaign impressions

The Challenge: Negative brand perception and mistrust among Indigenous community due to past history relating to colonization.  

The Objective: Continue Truth & Reconciliation work while improving community sentiment and driving customer engagement. 

The Idea: Hudson's Bay created "The Blanket Fund" in partnership with The Gord Downie & Chanie Wenjack organization - where 100% net proceed from Hudson's Bay Point Blankets go back to Indigenous communities. Funds are dispersed through a bursary program to support Indigenous culture and arts.  

Go-To-Market Execution: 

• Paid (OOH, Print, Digital, Social) 

• Owned (Social, Email, Site, Store Windows)

Results: 

• +76% positive brand sentiment

• +876M international impressions 

• Sales: 97% lift in blanket sales within two weeks; +126% lift in sales from previous year

The Challenge: Lack of relevancy and low brand consideration among Millennials.

Objective: Drive brand think and consideration.

The Idea: Your Bay - Hudson’s Bay empowers Canadians to express their own personal sense of style with its unparalleled assortment of stylish Fall products. 

Go-To-Market Execution: 

• Paid (TV, OLV, Display, Social, Influencer Partnership) 

• Owned (Social, Email, Site)

Results: 

• +3% positive brand impact 

• +4.1 lift in brand favorability

• 6.7% lift in organic search during campaign period 

The Challenge: Lack of awareness for Hudson's Bay Foundation and negative perception of Hudson's Bay due to past missteps throughout Canadian history.

The Objective: Generate awareness for Hudson's Bay Foundation and improve brand sentiment.

The Idea: Alongside influential members from diverse backgrounds, Hudson's Bay launched a campaign to bring awareness to the systemic inequality prevalent in Canada and the change needed to become a more inclusive country.   

Go-To-Market Execution: 

• Paid (TV, OLV, Social, Influencer Partnerships) 

• Owned (Social, Email, Site, Store Windows)

Results: 

• +17% positive brand impact

• 39M impressions