Teck is one of Canada’s leading mining companies, producing essential materials such as copper, zinc, steelmaking coal, and energy. Copper, in particular, is vital to powering our modern world, from hybrid vehicles to computers and smartphones. It is also a powerful antimicrobial agent that can reduce the spread of infection, particularly in healthcare systems.
During the COVID-19 pandemic, Teck sought out Major Tom’s media expertise to execute their Copper & Health campaign alongside creative house, Will Creative Inc. Its goal was to advocate for the use of antimicrobial copper in public spaces while educating audiences on its increasingly relevant health benefits. Teck needed to communicate copper’s role in killing bacteria and viruses, plus reducing the spread of infection.
Major Tom ran a 7-month, multi-channel media and buying campaign to support Teck's initiative, focusing on key audiences such as government decision-makers, health leaders, and the public. We continuously optimized for each audience based on both channel and creative performance. After strong early results, Teck extended the original 3-month campaign plan for additional education opportunities.
Working alongside Will Creative for creative and production, our media strategy began with paid channel image and video ads, using out-of-home ad takeovers to boost reach in high-traffic areas of Vancouver, Ottawa, and Toronto. Next, an educational stunt run by Will Creative and paid social video series showed audience reactions to messaging. A layer of poll ads on Twitter and Facebook/Instagram solicited additional community insights to drive engagement and discussion.
After the 7-month, three-part campaign, Teck saw striking results:
POLL VOTES ON TWITTER AND FACEBOOK/INSTAGRAM
NEW USERS ON THE CAMPAIGN LANDING PAGE
They're far more strategic than other firms I've worked with - our daily tasks all support our overall goals.
Director of Digital Communications
Working with them is working with top notch company that is committed to your success.
Graeme Byrd, Hootsuite
Major Tommers are always being pro-active and giving strategic advice around how you can improve what you are doing and grow your business.
Lisa Hurlbutt, Arts Umbrella
Senior Director, Marketing and Communications
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