Creating the KIND Movement in Canada
The Challenge:
- Encourage Canadian consumers to “choose KIND” in the highly competitive and fragmented snacking category
- Build awareness and sales year-over-year
Overall Results:
- Secured more than 215 million media impressions since 2017. Coverage ranges from tier-A media to influencer chatter to key opinion leader pieces
- Seeded and engaged 250+ influencers across Canada
- Coordinated 50+ broadcast media segments
- Doubled sales since the start of our partnership
The Details:
Year One
- As KIND’s first Canadian agency partner, Felicity laid the groundwork through our proprietary Content Collective process.
- We brought together key media, stakeholders and influencers, including two prominent registered dietitians, a social media influencer and a journalist reflecting our target audience. They worked with us to co-create the KIND Narrative Strategy alongside the client brand team.
- Felicity introduced key opinion leaders, influencers and media to KIND through a targeted launch.
- In Quebec, we established the market’s very first ambassador program composed of 10 local influencers (RDs, foodies, local personalities, yoga teachers, etc.) introduced media to the brand and products, and worked with the field marketing team to support local initiatives such as the Montreal Marathon
Year Two
- Created an influencer strategy, engaging 75 ambassadors to share brand content + messaging on an ongoing basis, creating strong word-of-mouth awareness and overall brand love.
- Earned media and targeted partnerships engaged a variety of target audiences and expanded the brand’s reach.
- In Quebec, we continued to grow the ambassador program. We also conducted targeted media relations to earn coverage of product innovations.
Year Three
- Building on our foundation of brand awareness, we layered in the emotional connection via World Kindness Day and a partnership with Canadian Blood Services.
- Previously, the Canadian Blood Services partnership had been limited to product donations. But we saw an opportunity to build a bigger story as true partners.
- The Felicity team worked with media and influencers to highlight the need to support Canadian Blood Services and World Kindness Day, while maintaining a strong brand link through messaging, imaging and third-party spokespeople.
- For the Quebec market, the emotional connection was created through a partnership with La Tablée des Chefs. We brought together influencers, public personalities and brand ambassadors to participate in a community cooking event and donate to a local food bank.
Year Four
- As the pandemic raged and media opportunities shrank due to closing publications, we pivoted our strategy to focus on additional broadcast partnerships, ensuring KIND was centre stage with strong messaging and product visuals.
- The brand’s partnership with Canadian Blood Services continued and World Kindness Day is now considered an annual day of expression and action for both partners.
- In Quebec, the team focused on an influencer campaign to keep the lights on for the World Kindness Day theme, in support of the in-store initiative for Canadian food banks.