EOne launches Canada’s first Instagram video campaign

Promotion for 'Insurgent' will feature exclusive content targeting teens

Facebook is rolling out Instagram video ads in Canada with a new campaign for Insurgent, the sequel to teen dystopian blockbuster Divergent.

The campaign was born out of a partnership between eOne (the film’s Canadian distributor), Facebook and Spoke-Isobar. It is set to launch Wednesday with Instagram video content targeted at Divergent fans aged 13-25, as well as a TV trailer and ads on Facebook, YouTube and Cineplex’s online properties.

“We wanted to breakout on the platform, and get lots of eyeballs, engagement and sharing,” said Damien Lemaitre, vice-president of media for Spoke-Isobar. “To be the first in Canada to do it, that was key.”

Two 15-second looping ads – one featuring action-packed clips from the trailer, another an animated still of the main characters – will appear in fans’ newsfeeds as they scroll. Just like Facebook video ads, they’ll autoplay silently until clicked.

Lemaitre said Instagram’s platform made sense because of its huge adoption by Canadian teens, and that the team wanted to develop unique content for Instagram users excited about the film.

EOne and Spoke-Isobar plan to measure the platform’s impact on brand recall and purchase intent, and publish a case study, Lemaitre said.

Instagram video ads launched in October in the U.S. Facebook told Marketing a number of big brand partners have lined up behind eOne to use Instagram video, including TD Bank, Fido, Ontario Tourism and Canadian Tire.

Update: An earlier version of this story said the campaign would be running exclusively on Instagram, but it will in fact be coordinated across Facebook and YouTube as well.

Add a comment

You must be to comment.

Media Articles

30 Under 30 is back with a new name, new outlook

No more age limit! The New Establishment brings 30 Under 30 in a new direction, starting with media professionals.

As Prime Minister, Kellie Leitch would scrap CBC

Tory leadership hopefuls are outlining their views on national broadcaster's future

‘Your Morning’ embarks on first travel partnership

Sponsored giveaway supported by social posts directed at female-skewing audience

KitchenAid embraces social for breast cancer campaign

Annual charitable campaign taps influencers and the social web for the first time

Netflix debates contributions with Canadian Heritage

Netflix remains wary of regulation as some tout 'Anne' and 'Alias Grace' partnerships

Canadians warm up to social commerce

PayPal and Ipsos research shows "Shop Now" buttons are gaining traction

Online ad exchange AppNexus cuts off Breitbart

Popular online ad exchange bans site for violating hate speech policy

Robert Jenkyn is back at Media Experts

Former Microsoft and Globe and Mail exec returns to the agency world

2016 Media Innovation Awards: The complete winners list

All the winning agencies from media's biggest night out!