SITUATION
Digital Media Campaign & Community Engagement
Every two years, the Canada Games comes to a proud Canadian city. Competing with Sudbury, Ottawa and Niagara Falls for a host games location in Ontario, Waterloo Region needed to be positioned as a leader in technology and innovation with a strong connected community.
SERVICES
- Digital Brand Strategy
- Branding & Identity
- Logo Design
- Communications Planning
- Community Engagement Strategy
- Social Media Strategy
- Fan Engagement
- Public relations
- Website microsite design
- Content management system
- Content creation & copywriting
- Social media management
SOLUTION
The #WeRally2021 was created to play on the W and R of Waterloo Region, along with the goal of bringing people within the community together. Each of the elements
of the campaign focused on rallying together with the website housing all of these signs of support.
The campaign and website www.werally2021.ca launched.
on January 6, 2017 during the Levees of the Mayors of Cambridge, Kitchener, and Waterloo. The social media strategy #WeRally2021 and community engagement through the Community Support section of the website quickly surged, gaining momentum on the three other cities who began their campaign six months earlier.
When signing up to support #WeRally2021, community members could submit their reasons for supporting the bid. By the end of the campaign thousands of supporters, from community members and Olympians to varsity athletes and professional athletes, shared why the community of Waterloo Region was a key component of their success.
In pep rallies and on social media, within community centres and schools, spilling into the streets and to the outdoors, the people of Waterloo Region and our local athletes showed their support rallying together every step of the way.
SUCCESS
Over a two month campaign, #WeRally2021 had two million impressions, with over 280,000 unique social media accounts interacting and engaging on social media.
The community engagement surrounding #WeRally2021 generated over 2,800,000 impressions with nearly 1,250,000 accounts reached. The hashtag was utilized by top level influencers and media outlets such as CBC and Lennox Lewis. These messages were clear: Waterloo Region rallies to support young athletes.
COLLABORATIONS
Case StudyAlarmforce
Mad Hatter was enlisted to help AlarmForce improve its home surveillance systems, a mobile application needs to be designed and developed for secure monitoring.
Case StudyBalsillie School of International Affairs
A project of critical importance in The Cuban Missle Crisis needed a creative digital media team to deliver the historical moments of this world changing event to the internet.
Case StudyIvanhoe Cambridge
One of Ivanhoé’s primary shopping centres in North Waterloo was looking for new and innovative ways to bring consumers into the mall to shop.
Case StudyThe Isabella
The condominium was looking to have an identity established, with supporting visual design materials, interactive website, and a strong social media presence.