partners, many of which had been established in previous years and continued to be strengthened
Advertising Strategy In 2024, OPEIC’s marketing strategy prioritized awareness building while also driving consideration among BC residents. With this focus, we leveraged a diverse mix of digital and traditional media channels. Google Ads: Search, Display & Video Google Ads played a key role in capturing intent-based audiences. Search ads ensured visibility when users actively looked for recycling information, while Display and Video ads extended reach, reinforcing messaging across the Google Display Network and YouTube. Social Media Ads: Meta & Reddit OPEIC utilized Facebook, Instagram, and Reddit to engage diverse audiences and drive awareness. Meta ads leveraged a mix of feed, story, and reel placements, using engaging visuals and video to reach key demographics and encourage action. Reddit campaigns targeted environmentally conscious communities and DIY enthusiasts, placing ads in relevant subreddits to spark discussion and increase awareness of OPEIC’s recycling program. Streaming Radio: Spotify Ads Audio and display ads on Spotify allowed OPEIC to reach users during their daily routines, ensuring high recall. Geo-targeted placements in BC reinforced messaging among key audience segments. Streaming TV: Sportsnet+ OPEIC leveraged Sportsnet’s premium platforms to maximize awareness among engaged sports fans. Streaming video ads on Sportsnet+ provided high visibility through non-skippable placements, ensuring strong brand recall. Bonus display ads offered value-added reach, reinforcing messaging across sports content. Additionally, homepage takeovers during the NHL playoffs delivered high-impact full-page placements, driving significant awareness at
peak engagement moments. Connected TV: TSN & Crave
OPEIC leveraged TSN and Crave’s premium digital and CTV platforms to maximize reach and engagement. CTV ads on both networks targeted audiences watching sports and entertainment content, ensuring strong brand recall and message retention. A new initiative for 2024, TSN’s Pause Ads provided a non-intrusive, high-impact format, appearing when users paused content, increasing visibility without disrupting the viewing experience. Additionally, bonus display ads on TSN reinforced key messaging, further amplifying campaign reach across premium sports content.
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