This new editorial platform contributed to an increase in the audience’s engagement with the brand. On Facebook, we saw an increase of 28% in Canton’s followers over a period of 18 months, and the average engagement rate jumped from 1.3% to 5%. On Instagram, where 65% of the brand’s followers are between 18-35 years old, engagement increased to 12%. On Facebook, the total reach climbed to more than 4 million people in Quebec, a majority of which are part of Canton’s target audience.
Finally, sales of Canton products increased significantly during the low season, meaning the initial objective was reached. In addition to creating new consumer opportunities for Canton, the best part of this project was growing and inspiring a community of foodies and outdoor lovers.