Canada Post: Tales of Triumph 2024

The contest, in its fifth year, needed to overcome the pitfalls of audience fatigue and the challenge of promoting long-form videos on social media. The 2024 campaign overcame these hurdles with an inspirational creative wrapper optimized for each platform. Messaging empowered small businesses to share their stories on a national level, generating impactful engagement. By highlighting Canadian business owners' voices and tailoring messaging, the campaign nearly doubled engagement, making year 5 a resounding success.

Canada Post's annual "Tales of Triumph" contest, promoting small businesses, faced the challenge of maintaining engagement in its fifth year. The campaign, structured in three phases, required a creative wrapper to connect with two distinct target audiences. Previous campaigns, while visually appealing, were not optimized for fast-scrolling social media feeds, leading to unmet targets. The 2024 campaign had to overcome audience fatigue and the inherent difficulty of promoting long-form videos, which are known to underperform on social platforms.

The campaign strategically turned swipes into clicks across all three phases, achieving primary goals of awareness and submissions. The creative was optimized for each platform's preferred format, with messaging powerfully crafted to get the audience invested in the story and outcome. The campaign effectively drove traffic by providing a clear CTA dedicated to each target and phase.

Recognizing that long-form videos wouldn't perform well on social, shorter trailer versions with a snappy editing style were created from the hero mini-documentaries. Combined with targeted messaging and clear CTAs, the campaign effectively drove traffic and engagement.

The 2024 "Tales of Triumph" campaign dramatically exceeded business goals, achieving impactful engagement with both small businesses and the broader Canadian audience. Shorter trailer versions effectively drove traffic, achieving the phase's primary objectives of increasing awareness and vote submissions. The integrated mixed-media campaign generated over 31 million impressions and 43,900 landing page visits, supporting Canada Post's goals of increased website traffic and broader sharing of small business success stories. Furthermore, vote submissions surpassed targets by an impressive 194%, nearly doubling the original goal. This outstanding performance underscores the videos' high quality and their ability to connect with audiences on social media.