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2018
Del Monte
The #CelebrateToday content series
Content

#CelebrateToday

As part of the summer and fall campaign 2018 of Del Monte Juices Canada, Republik has been mandated to increase the brand’s presence and audience by being present at cultural events across Canada.

To meet the client’s goals, we have developed an influencer marketing strategy around these Canadian events. Therefore, we created the #CelebrateToday campaign and approached Canadian influencers of various origins to follow them in events celebrating their culture.

167K people reached
84K views
208K total impressions
7.2% average engagement rate

Real content for real people

The team also embarked on a video production for each cultural event visited to share the experience.
The videos are presented as short documentaries that show in an authentic way the daily life of influencers from a minority, as well as the ways they celebrate their origins during the events. It was important to document genuine moments to which minorities can identify to.

With posts and videos of the events, the community hasn’t stopped growing throughout the year. The impact is positive and the results prove that the content corresponds to the public’s expectations.

Diwali-Razzmatazz with Sandy Lion

Caribana Carnival Toronto with Senior Gumboy

Taste of the Caribbean with Aba&Preach

Bollywood Monster Mashup With Kay Ray

Taste of Manilla with Ernie Vincente

Alternative content

In order to complete our content strategy, the team adapted the captured content for Del Monte Juices Canada’ social platforms. We published the content on Facebook, Instagram, Instagram Stories and IGTV.

The team behind the project

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