CBC “#FALLforCBC” National Campaign

What started out as a communications platform to reposition CBC evolved to their entire national paid, owned and earned fall programming campaign: Fall For CBC. Those three words earmarked an inflection point for CBC that was solely predicated on winning back the hearts and minds of Canadians, while generating interest socially and digitally with younger audiences through the hashtag #FALLforCBC. The campaign to date has delivered over 377 million earned social media impressions (the equivalent to reaching every Canadian 11.5 times.)