Apr 4, 2024

Canada Media Fund (CMF) has found the answer of how to get younger folks to watch Canadian stories: bring in six up-and-coming social media stars as MADE | NOUS Ambassadors who have made it their mission to celebrate Canadian entertainment. Over the past five months, Liz Duff, Haley Robinson, Andrian Makhnachov, Angie Augustin, Antoine Bouchard-Côtes, and Adam Déragon have covered red carpet events, interviewed Canadian talent at premieres across the country, travelled to film festivals and events – including the Emmy red carpet celebration for Canadian nominees at the Consul General’s residence in Los Angeles - and created relevant and entertaining content in an effort to build awareness of Canadian stories with new and younger audiences and meeting them where they are – online. CMF’s social media MADE | NOUS ambassadors have reached 4M people combined through all their platforms.

“The results are in and they are impressive, underscoring the reality that in order to gain new audiences, organizations like ours need to invest in speaking directly to entertainment lovers. In today’s marketplace, we need to find a way to share our stories in a palatable way, and our MADE | NOUS ambassadors have done a remarkable job,” said Mathieu Chantelois, Executive Vice President, Marketing & Public Affairs, Canada Media Fund. “As we approach Canadian Film Day, these young content creators have also reinvigorated our belief that Canadian stories are worthy, important and that cultivating audiences is possible when you strategize properly.”

Details on the impact of CMF’s MADE | NOUS Ambassador campaign:

• The Instagram strategy to use Instagram Reels to reach new audiences is paying off and is CMF’s biggest driver of views and engagement compared to all other platforms. Since early December on the English page, CMF has:

  • Reached 1.25M accounts, 76 per cent of which are non-followers

  • 334K additional monthly reach

  • Post interactions up 100 per cent compared to the previous period.

  • For the French-Canadian market, the results are also highly promising:

• 266K accounts, 99 per cent non-followers

• Gained 612K impressions (up 2000 per cent from the previous period)

• Profile visits are up by 204 per cent, and post interactions are up 589 per cent.

• Results on TikTok are also impressive. Since launching Ambassador content in early December, MADE | NOUS has garnered:

  • 1.47M video views

  • 1.2M reached audience

  • 49K likes

  • 3.2K followers