Vancouver Island embodies its own vibe when it comes to fashion. With the unpredictable weather often associated with British Columbia, residents and visitors alike need to be prepared for a variety of conditions. And while most are ready for anything, the sentiment across the board remains the same – keep it cool, comfortable, and chill. 

Outside of aesthetics, Islanders also prioritize sustainable fashion, as well as quality and durability. With this in mind, the Victoria Times Colonist approached several local Victoria businesses, The Dancing Lily, Footloose Shoes, LADS Clothing, Cardino Shoes, and Arc’teryx, to create a listicle to promote themselves and their products. The campaign’s main objectives were:

  1. Promote fashion items that portray the Vancouver Island lifestyle. 
  2. Raise awareness of their individual businesses and their specialties, as well as how they are suited for Island life. 
  3. Reach people in the Greater Victoria area interested in sustainable, durable, and reliable clothing and shoes that don’t sacrifice style or substance. 

Glacier Media Digital (GMD) assisted in achieving these objectives by determining that the most effective method for hitting these targets was to produce a sponsored listicle campaign on VTC highlighting the various businesses and how their products allow customers to adhere to and adjust to the Island lifestyle.

GMD helped promote this sponsored listicle by launching social drivers and community display ads; the final results were amazing! 

Key Performance Indicators:

  • The sponsored article generated over 19,000 reads, with an impressive average time on page of 4 minutes and 30 seconds. 
  • There were over 1,200 clicks generated throughout the article, driving traffic to the various businesses’ websites.
  • The campaign’s social drivers also performed exceptionally well, with over 75,000 impressions and 10,000+ link clicks through Facebook and over 2,000 impressions on Twitter.