Canada is a relatively unique market when it comes to branded content. Most branded content initiatives created in Canada for the Canadian market involve advertisers sharing voice with content producers. Canada is not a market that has seen a deluge of 100% advertiser-funded branded entertainment. Independent content producers in Canada rely heavily on tax credits from the federal and provincial governments to fund productions. Because advertising and promotional works are ineligible for these tax credits, producers risk losing their credits if the Canadian Audio-Visual Certification Office (CAVCO) deems a piece of content to feature promotional (ie. advertiser-funded) messaging too prominently. With this unique context in mind, subtlety is key.

H&M maximised its sponsorship activation through customized online, social media, TV and experiential executions. The campaign’s centrepiece was a contest to find a blogger who would cover everything fashion during MMVA weekend. Entrants submitted videos highlighting their style credentials, and mobilised their own social network to vote. This built a community of consumers engaged with the brand, driving new ‘Likes’ on Facebook, and more followers on Twitter.

The contest attracted thousands of entries, and H&M achieved double-digit growth in both its Facebook ‘Likes’ and Twitter followers. We wove credible fashion content throughout the actual event and broadcast, which proved to be the most-watched broadcast in MuchMusic history, with an increase of 67% in viewers and over 13m impressions across TV, online and mobile. Our ambitious branded content initiative successfully established H&M as the fashion authority of Canada’s largest music event of the summer.