Year on Twitter: 2017 in Canadian Brand Campaigns

By ‎@jamiemichaels‎
Wednesday, 13 December 2017

Many of Canada’s top brands took to Twitter this year to join the coast-to-coast conversations and trending topics that kept Canadians glued to the platform in 2017.

Here is a selection of some of the top Canadian campaigns from the past 12 months, handpicked based on creativity, impact and innovation.

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2017 was the eighth and biggest year of the Bell Let's Talk (@BellLetsTalk) campaign. #BellLetsTalk was the second most-used hashtag of 2017 by Canadians and was shared by top-name Twitter users including Canadian Prime Minister Justin Trudeau (@JustinTrudeau), actor Ryan Reynolds (@VanCityReynolds) and TV star Ellen DeGeneres (@TheEllenShow). In 2017, more than $6.5 million was raised for Canadian mental health programs by the #BellLetsTalk campaign.  

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The #CaptureTheCup campaign from Sportsnet (@Sportsnet) gave Canadian hockey fans the chance to win one of seven trips to the Stanley Cup finals on Twitter. To win, fans had to tune into the Stanley Cup Playoffs broadcasts on Sportsnet or CBC, and watch for a secret hashtag to be revealed. They could then Tweet to enter, using the revealed hashtag plus the @Sportsnet account in their Tweets.

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McDonald’s Canada (@McDonaldsCanada) used Twitter to stake their claim as purveyors of the world’s best french fries on #NationalFrenchFryDay (July 13th). This multi-layered brand campaign included a promoted trend, food and swag giveaway, plus a Periscope live stream of McDonald’s french fries cooking at a Toronto-area restaurant. This broadcast could be seen live on Twitter via @McDonaldsCanada and on the massive digital billboards at Yonge-Dundas Square in the heart of downtown Toronto.  

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Apple Music (@AppleMusic) launched the first ever “Retweet to Subscribe” program in Canada in 2017. Fans of Carpool Karaoke (#CarpoolKaraoke) had the opportunity to have the latest episodes of the program delivered directly to them via Twitter. To subscribe, Canadian Twitter users just had to retweet a promoted Tweet from the @AppleMusic account.

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The Canadian Cancer Society CIBC Run for the Cure is a national event with the goal of raising funds to create a future without breast cancer. To help raise awareness and support for the event, a conversation card was created and sent via the CIBC (@cibc) Twitter account. Users were encouraged to Tweet to help spread the word about this important cause. In return, their Tweets would be included in a Changemaker Mosaic, an original online collage of thousands of Tweets of support about breast cancer awareness.

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Remembrance Day (November 11th) is a special day for Canadians as we remember members of our armed forces who served and have died in the line of duty. In 2017, Veteran Affairs Canada (@VeteransENG_CA and @VeteransFR_CA) used Twitter to engage and unite Canadians in remembrance. Through a promoted Tweet, Canadians were encouraged to Retweet in order to receive a reminder to observe two minutes of silence on Remembrance Day. These Retweets were also added to an online mosaic, remembering Canada’s veterans. Prime Minister Justin Trudeau was amongst the Canadians who engaged the campaign.

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Chevrolet Canada (@ChevroletCanada) took to Twitter to celebrate their lineup of electric vehicles and those who owned their environmentally friendly vehicles. This multifaceted campaign used Twitter Moments to highlight electric vehicle owners from across Canada and used Twitter Polls to ask Canadians why they would consider purchasing an electric vehicle.

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Wendy’s Canada (@WendysCanada) announced the return of the fan favourite Bacon Portabella Mushroom Melt with a “Like to Unlock” custom Twitter campaign. A custom emoji and an original Wendy’s chatbot were also part of the campaign. The latter was a useful resource for Canadians on Twitter, offering details on where to find the closest Wendy’s location.

Keep tabs on Twitter in 2018 for more innovative and interactive campaigns from top Canadian brands.

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