We created a mobile responsive website portal that would act as a hub for all social media activities related to the event.

The campaign leveraged Instagram's popularity to facilitate engagement through the sharing of photos. Using the hashtag #CanadasLondon, photos were uploaded through our 'instafeed' directly to the website and to the 'live' street level digital wall in downtown London.

The portal also incorporated our Facebook, Twitter feeds and blog, where content was being fed seamlessly to one location. We anticipated an immediate response from the local community, followed by engagement from our international visitors.

In two months, our target was surpassed by reaching over 10.2m brand impressions through social engagement. The website generated 47,473 visits (36% originating from mobile). Instagram activity delivered over 1,100 user-generated photos and Facebook drove over 14,000 shares, comments, likes. Our reach extended into countries like the Czech Republic, the United States, France, and China.

The total investment for the website and social media networks was $25,670, representing approximately 25% of the campaign budget. The supporting advertising campaign to promote the website and social media hashtags included outdoor, print, Google and Facebook advertising.

Social engagement ROI was $2.52 cost-per-thousand.