In Summer 2023, we partnered with Jack Link’s Canada to create a campaign that would forge a connection between the Jack Link’s brand and the Canadian outdoors. The goal was to inspire more usage occasions for their products while increasing consumer purchase consideration and frequency.
With a tight 3-month timeline and a limited budget, we developed and launched a successful campaign that exceeded engagement benchmarks.
Activation Agency: SDI Sports
Overcoming Budget and Timeline Constraints for Maximum Impact
The campaign needed to resonate with an audience that enjoys outdoor activities such as camping, hiking, and watersports—aligning perfectly with Jack Link’s protein-rich jerky products. However, the budget constraints and short timeline presented challenges in channel planning, creative development, and execution.
Key obstacles included:
• Limited Budget: We had to make strategic choices on where to allocate resources for maximum impact.
• Tight Timeline: From concept to launch, we had just 3 months to execute the entire campaign.
• Audience Behavior: With social media users’ short attention spans, we needed to deliver key messages within 15 and 6-second videos that were still engaging.
Targeted Channel Strategy and High-Engagement Content Creation
We began with an in-depth understanding of the target audience’s behavior and preferences. Our strategy focused on selecting the right social media channels—Facebook, Instagram, and YouTube—that would provide the best reach within the budget. We crafted compelling content that aligned with the audience’s love for the outdoors, developing concise and engaging videos that captured their attention in just a few seconds.
The campaign was built on a collaborative process with the client. From initial briefings to production planning, we ensured that Jack Link’s vision was integrated at every step.
Crafting Storytelling that Resonated with Outdoor Enthusiasts
The creative team brainstormed ideas that resonated with the target audience’s outdoor interests. We developed storyboards, scripts, and shot lists to visualize and present our concepts to the client. Once approved, we moved into production, carefully managing every detail from workback schedules to hiring freelance resources.
Delivering High-Quality Content within a 3-Month Timeline
With everything in place, the production process involved efficient filming, direction, and post-production. We focused on ensuring the final videos met the platform-specific requirements while delivering the key messaging effectively.
Surpassing Engagement and Completion Rate Benchmarks
The campaign content included 5x 15-second videos and 4x 6-second pre-roll videos, both in English and French. The results were outstanding:
• Facebook and Instagram: The 15-second videos exceeded the engagement benchmark by 17%, achieving an overall engagement rate of 59%.
• YouTube: The 6-second pre-roll videos exceeded the completion rate benchmark by 16%, reaching a total completion rate of 50%.
An IMI study further validated the campaign’s success, showing increased purchase consideration and frequency, with significant impact among high-frequency consumers.
Building a Strong Partnership with Continued Collaboration
The success of the campaign not only met Jack Link’s objectives but also led to continued collaboration. In 2024, we will be working together again to create organic social content and paid ad campaigns across various social channels.
Achieving Measurable Success and Laying the Foundation for Future Campaigns
This project showcased our ability to deliver impactful campaigns under tight constraints. Through careful planning, creative storytelling, and close collaboration with Jack Link’s Canada, we were able to exceed expectations and build a strong foundation for future campaigns.