To help the Geological Survey of Canada celebrate their 175th anniversary, we worked with their Historical Society to share the incredible stories of the GSC with a younger Canadian audience.

Knowing that young people love to travel (and share their experience everywhere they go) we developed a campaign that brought the history and beauty of Canada to them. First, we mapped out the locations most frequently tagged on Instagram. Then we researched and wrote compelling facts about those locations. Finally, over the course of two months, whenever somebody tagged an Instagram post in one of those locations, we responded with facts about the ground beneath their feet.

We did this hundreds of times. And with no budget, earned 6.3M impressions, received a WARC Gold Award for Effective Social Strategy, and had a 95% positive response on Instagram (for effectively spamming them with advertising).