Sponsorships fueling social engagement
CIBC wanted to find a way to leverage a sponsorship opportunity to boost its social media engagement rates and gain community followers. We knew it was unlikely a bank could be a legitimate sports commentator on the games and had to consider making a more emotional strike. Based on our multicultural insights, we encouraged Canadians to rally around their favorite World Cup teams, embrace their inner fan and we created a robust program inspired by Canadians’ passion for the World Cup. The social program included real time posts, exclusive contests, and surprise and delight tactics – all managed 24/7 by our in-house team. And, to fuel the conversation, we developed a microsite called Fan Standings that aggregated fans’ social posts to measure each province’s most popular World Cup team.