As an inclusive brand, Truly stands firm on values rooted in originality, creativity, and diversity. Committed to making consumers feel supported and seen, it was no surprise that in their quest to forge a deeper connection with their core consumer, they were led to explore ways to resonate with diverse audiences.
Delving deeper into the intersection of creativity and inclusivity, alarming statistics emerged—only 1 in 3 creatives in Canada feels optimistic about their future, and 68% find it challenging to showcase their work. The Make Space project naturally arose from these findings, embodying Truly's dedication to discovering, funding, and creating opportunities for underrepresented Canadian creatives, particularly those from BIPOC communities.
Truly realized their Make Space vision through the Truly Face Off, a live paint battle developed in collaboration with Secret Walls, the world's premier competitive live art event. With their shared values and longstanding commitment to local artists, they were the perfect ally to quite literally make space for creative expression. The event showcased two teams of artists crafting masterpieces with exclusive paints infused with fruit extracts mirroring Truly's flavors.
Our objective was to effectively communicate and raise awareness not only about the live battle but also about Truly's unyielding commitment to inclusivity. Although the event unfolded in Toronto, the message and the broader purpose of promoting inclusivity are universally applicable, transcending geographical boundaries.
Upon closer examination of our audience, an insight came to light: individuals possess an innate yearning to feel a sense of belonging, connection and to actively manifest these sentiments through their real-life actions. This deep-seated desire goes beyond mere emotions; it extends into tangible, concrete behaviors that align with their core beliefs within a communal context.
Knowing that our audience wanted to be part real-life action, our strategy centered on establishing a robust presence in both online and physical spaces where they spent their time that celebrated diversity and inclusion, ensuring Truly became an integral part of these.
The Truly Face Off event was itself a vibrant manifestation of this approach, not only providing a platform for the four featured artists but also extended its impact to over 50 emerging Canadian artists who were featured and able to sell their work on the event’s digital gallery microsite. The resulting artwork, capturing the essence of the event also served as unique content for Truly's digital and traditional advertising, amplifying the artists' reach.
To discover diverse talent for the Face Off, we collaborated with our partner agencies to craft compelling social assets and implement a targeted paid amplification strategy. Truly's innovative Call-for-Creators initiative provided a transparent and accessible way to collaborate with paid creators. Leveraging a branded Google form, we outlined all the details of the opportunity, including application procedures, content requirements, and a consistent compensation package for creators of all followings. Emphasizing Truly's commitment to diversity and making space for the inclusion of new and emerging voices in an industry-leading way, the initiative actively encouraged all creators, regardless of agency representation or aspiring status, who met our outlined criteria and were of legal drinking age to apply.
To heighten awareness of the event and the artistic community which made it possible, we utilized wild postings in Toronto—eye-catching creatives ingraining the brand into the city's diverse fabric. QR codes on the posters linked directly to the event page, physically connecting our brand message with the community, and promoting attendance.
We also secured content partnerships to further boost event attendance, we collaborated with media partners such as BlogTO and Streets of Toronto— platforms catering to diverse audiences seeking content around arts and food and beverage, mirroring the rich diversity of Toronto itself. This strategic presence within diverse content hubs ensured Truly was not just an advertiser but an inclusive part of the ongoing conversations within these communities.
Our collaboration with Studio 71 proved instrumental in overcoming the challenge of targeted YouTube channel selection. With a premium content roster, Studio 71 provided access to influential channels such as James Charles and Trixie Mattel. The creators associated with Studio 71 not only produce content but actively build and nurture communities, especially those affected by issues related to discrimination. By positioning our message within these online communities, we not only resonate with a receptive audience but also align Truly with the positive impact these online communities bring. It positions us as an integral part of the good being fostered within these digital spaces.
On Reddit, our strategic approach was to be present where individuals naturally sought like-minded people, communities, and discussions about their passions. Leveraging In-feed Video Ads and Category Takeovers, we engaged with the 19-34 age group, perfectly aligning with their interests in food, beverage, arts, and social causes. This not only maximized our reach within these relevant communities but also positioned Truly as an active participant in the ongoing conversations that matter most to our audience.
Snapchat was selected not only for its recent enhancements promoting inclusivity but also because it provided a safe space for diverse individuals. With additional measures reinforcing this commitment, we strategically aligned Truly with interests in food, beverage, and social causes. By seamlessly integrating Truly's content with topics already resonating with our audience, we positioned the brand as an authentic member of these online communities, fostering a sense of belonging and acceptance among diverse individuals.
Results for the campaign were outstanding on several levels, proving that the messaging reflecting our brand values truly resonated with our audience.
Collaborating with Studio 71 on YouTube yielded exceptional engagement, evidenced by a staggering 92% video completion rate. This not only showcased the audience's genuine interest in our content but also effectively communicated Truly’s brand values.
In terms of ad recall, we soared above benchmarks, achieving a remarkable +7.8 Pts, surpassing the Masterbrand campaign benchmark by 6x and outperforming the CPG norm by 1.5x. The Purchase Intent for Truly across Meta & Snapchat also soared, achieving a robust +1.5 Pts, surpassing the Masterbrand and exceeding the CPG norm by 2.5x, demonstrating a notable intent to purchase.
Reddit, through a Category Takeover, contributed significantly to our campaign's success, garnering a staggering 16 million impressions. This strategic move not only brought our message in front of a vast audience but also facilitated a powerful connection between the brand's values and local artistry, maximizing awareness among Truly audiences.
The synergy of content partnerships further fueled the buzz, culminating in the event's complete sell-out—a resounding affirmation of the campaign's efficacy in both fostering brand connection and driving tangible results.
The Flavor Face Off and supporting campaign were a triumph for Canada’s artistic community. Over 50 artists across Canada created work for the Truly Make Space Project and were able to showcase and sell their pieces at the Flavor Face Off, as well as on the Truly digital gallery, growing their following and their presence in the industry throughout the campaign and beyond.
