The mission of Buy BC is to persuade BC residents of the benefits of buying locally grown and produced products. In 2019, Buy BC partnered with the BC Farmers’ Market Trail to co-promote the 145+ local markets in the province.
Paid Social, Video
The mission of Buy BC is to persuade BC residents of the benefits of buying locally grown and produced products. In 2019 Buy BC partnered with the BC Farmers’ Market Trail to co-promote the 145+ local markets across the province.
The goal of the collaborative initiative was to make it easy for tourists and locals to find fresh, local, sustainably sourced food. boa was brought in to create and implement a media strategy to reach potential customers in each participating region.
With 145 markets across 10 regions to be promoted through 4 seasons, the BC Farmers’ Market Trail + Buy BC campaign initiative required a multi-layered geographic targeting strategy.
boa segmented audiences by geofencing farmers’ market locations and drilling down interest groups to create targeting personas for individuals with a propensity for sustainable living and local, healthy food and drink. We then targeted these campaign audience groups with creative imagery (courtesy of creative agency partner, The Number) and messaging corresponding to local regions.
Paid Social, Video
YouTube, Paid Social, Paid Search, Display