#ShovelItForward

Canadian Tire, Touche!PHD Canada

What we did

Shovelling snow during winter is synonymous with life in Canada. When Canadian Tire set out to position themselves as the store for all things to do with winter, Touche!PHD decided to use snowy driveways across the nation as media channels. We surprised 200 Canadians with a driveway freshly cleared of snow to start their day. We left them with a Canadian Tire shovel bearing the message: “A neighbor used me to clear your snow. Do the same for someone else and leave me with them. See my story and share yours at shovelitforward.ca.”

What they did

As the shovelling movement grew across Canadian driveways, the campaign ballooned on social media. Millions of video and image impressions on Facebook showed Canadians using the famous shovel and the cleared driveways.

What it achieved

As the first advertiser to promote video content on Instagram, #shovelitforward stories snowballed into one of the most successful Instagram campaigns globally. The campaign achieved a Facebook engagement rate of over 23%. There were 3.4 million video views and the Facebook part of the campaign saw a 16 point lift in brand awareness.