In Canada, the parameters and trends guiding branded content have evolved significantly. These trends—from improved analytics, social media as well as affinity campaigns—are changing the tactics and characteristics of branded content marketing. Financing models for branded content are also evolving and may offer points of entry for low-budget productions, such as Mission: Peak Brew.

To tell the Peak Brew story, we created an online documentary series called Mission: Peak Brew, following local legends as they brave the mountains they love to collect the sacred snow.

The episodes were released over several weeks on Kokanee’s Youtube and Facebook pages, allowing fans to follow the liquid’s path from peak to brewery. They were also delivered via targeted pre-roll ads, delivering episodes based on the viewer’s nearest mountain.

In only a few short weeks, the campaign’s reach exceeded the young adult population in Western Canada (ages 19-39).

Total Video Views

+60% above category norms

Video Completion Rate

125% above category norms

Sales Growth

+8.6%

Sales Near Mountains

+15%

Brand Awareness

+11.6%