Curling Day in Canada Case Study
Putting the Win in Winter for Curling Canada
Background
Curling Canada wanted to bring more people into the fold of this iconic winter sport, driving greater participation in local rinks and making Curling Day in Canada (CDIC) a more widely celebrated event. Carmella Marketing partnered with Curling Canada to develop a strategy aimed at introducing curling to a broader audience and celebrating the culture of the sport during the months of January and February. The campaign focused on increasing sales of CDIC merchandise, raising awareness, and sharing inspiring stories of athletes to highlight curling’s inclusivity and dynamic nature.
The Challenge
Overcoming Misconceptions and Raising Awareness
Curling is often misunderstood, with many people perceiving it as a complex or even “boring” sport. The first challenge for Carmella Marketing was to dispel these misconceptions. We needed to simplify the sport’s rules, particularly the scoring system, and showcase its dynamic and strategic elements. Another challenge was the lack of awareness surrounding Curling Day in Canada itself, as many people didn’t realize the event existed or how it contributed to the curling community.
Our strategy focused on educating a wide audience, making curling more accessible and engaging for people who had not previously considered the sport as an enjoyable activity. Our goal was to foster a deeper appreciation for curling while encouraging individuals to get involved and celebrate the sport.
The Execution
Strategic Campaign Design and Storytelling in Action
To raise awareness for CDIC, we utilized Meta’s advertising platform to target individuals likely to engage with curling-related content. The primary objective was to drive users to find a local rink, watch the CDIC broadcast, or purchase merchandise.
We also created compelling storytelling content featuring four national curling athletes, including an Olympian and a Paralympian, whose inspiring stories helped connect with audiences on a personal level. These athletes shared their experiences, dedication, and love for the sport, which helped to engage and excite curling fans across Canada.
Our campaign used a variety of creative formats to ensure maximum engagement, including video ads, carousel ads showcasing CDIC merchandise, and targeted ad placements. We designed the messaging to appeal directly to curling enthusiasts while also attracting new audiences to the sport.
The Results
Measurable Success and Impact on Engagement
The 2023 Curling Day in Canada broadcast was a huge success, garnering a Person 2+ (P2+) Average Minute Audience (AMA) of 99,300 viewers. The total reach of the event extended to an impressive 552,700 individuals, reflecting a significant engagement with the campaign. This achievement underscored the growing interest in curling and CDIC.
Merchandise sales also saw a remarkable boost, with an 11% increase from 2022 to 2023. This increase in sales reflected the growing enthusiasm for the sport, with a 20% conversion rate on merchandise purchases, demonstrating that many event participants expressed their passion by purchasing CDIC items.
The campaign also had a substantial impact on CDIC’s digital presence. We drove 40,000 new users to the CDIC website, expanding its digital footprint and improving user engagement. Visitors spent an average of over three minutes on the site, indicating a deeper level of interaction with the content and the Curling Day in Canada experience.
Key Takeways
Lessons Learned and Key Insights from the Campaign
- 99,300 Average Minute Audience (AMA) during the CDIC broadcast.
- 552,700 total reach, highlighting increased awareness and engagement.
- 11% year-over-year growth in merchandise sales, with a 20% conversion rate.
- 40,000 new users driven to the CDIC website, with increased time spent on the site.
Boosted Awareness with Targeted Digital Strategies
Created Personal Connections Through Athlete Storytelling
Increased Sales and Website Traffic
The campaign’s success speaks to the power of storytelling, strategic targeting, and creative messaging. By showcasing the passion of curling athletes and using engaging content formats, Carmella was able to make Curling Day in Canada a celebrated event, bringing more people into the sport and raising both awareness and sales. This project demonstrated how thoughtful strategy and execution could bring new audiences to a beloved tradition and turn a winter event into a nationwide celebration
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