Harnessing the Power of Hyper-Local News

Jennifer Cartwright & Ashley Audrain, Toronto

Given that the media landscape in Canada is relatively small (at least compared to the U.S.), national media tours from coast to coast have long been a mainstay of PR in Canada.  Historically, cross-country visits to multiple markets are a go-to in many media strategies to drive the biggest, best coverage.   And while they certainly do still have their place, the era of social media and a shifting media economy has significantly changed the game. 

Over the last couple of years, hyper-local niche opportunities have emerged as consumers look to connect directly with their communities via blogs, Facebook and Twitter.  Post-recession, traditional media have also experienced a comeback in markets across the country – and they too are now playing in the online space with blogs, webcasts and Twitter feeds. 

As a result, ongoing, real-time, scrappy and social strategies are now required when it comes to reaching today’s action consumer – and local market relevance is more important than ever.  This ‘hyper-local’ approach is what’s driving that big – but more importantly targeted – brand coverage. 

Case in point: our current Caramilk campaign for Cadbury.  To provide a bit of background, Caramilk is a Canadian candy bar with little squares filled with caramel.  For 40 years, the fabled “Caramilk Secret” (How do they get the caramel inside the Caramilk bar?) has enthralled consumers, to the point that it’s arguably the best kept – and most loved – secret in Canada.

Last year, Cadbury, in partnership with The Hive created the Caramilk Key to the Secret promotion – a unique campaign that gave Canadians the chance to protect the beloved Caramilk Secret – and with an incredible incentive.

Ten golden keys are placed in Caramilk bars randomly across the country.  The lucky Canucks who find them win Caramilk for life, and are flown to the Cadbury factory in Toronto to try their key in special safe that houses an envelope containing the actual Secret.  The person whose key opens the safe wins $125,000 – and if they keep the sealed envelope safe for six months, they receive another $125,000.

The campaign was an instant success – so much so that it was brought back again in 2011.  But this year, the “bar” was raised.   Cadbury turned to Edelman to create even more buzz through a targeted program that would focus on the quality of media coverage over just quantity of impressions achieved.   We knew the main message had to be about the campaign and the Secret itself, without a media friendly twist added to the story that might dilute the message.  This can be a challenge considering Canada’s brand-sensitive media who are reluctant to promote contests.

Edelman’s program is centered on the power of hyper-local  “breaking news” that generates a strong element of “as it happens” excitement.  Our strategy is to create local celebrities out of not only last year’s winner (who incidentally did keep the secret safe and subsequently received her full $250,000) but of the ten new potential winners that pop up throughout the summer across the country.

By creating huge local buzz about each key finder  through multiple channels, including Facebook, YouTube, Twitter and through on the ground visits to the key finder’s home by the Caramilk Secret Squad,  (tongue-in-cheek Men-in-Black style ‘officials’ who meet with each person to determine their suitability for keeping the secret safe, and film a video of it for Facebook) these hometown heroes have garnered impressive local coverage.  We’ve even had mayors and city officials involved to help amp up the community excitement.

The team is nearly halfway through this summer’s campaign, and already the local buzz is building up to create an impressive story that ultimate resonates nationally.  It has relevant, targeted impact in media, that’s further amplified through online sharing and fan engagement.  Activities aimed at non-key finders, (e.g.  encouraging the Facebook community to unwrap their Caramilk in user-generated videos that could make the cut for TV advertisements)  have also added to the organic buzz that’s continuing to grow from the ground up.

We’re waiting with baited breath for the next keys to pop up across Canada, so we can build excitement in more local communities with our “breaking news” approach.  In the meantime, we leave you with one thought…how DO they get the Caramilk in the Caramilk bar?!