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Work Category: Branding

Hydro Ottawa Customer Engagement Campaign

As the third-largest municipally-owned electrical utility in Ontario, Hydro Ottawa maintains the electricity distribution systems in the city, and serves over 335,000 residential and commercial customers across a service area of 1,100 square kilometres.

Context

Hydro Ottawa sought to drive customer engagement and support for its 2026–2030 investment plan. Partnering with Accurate Creative, the company launched a strategic multi-channel campaign to encourage residential, small business, and commercial customers to provide input through a survey, helping shape the city’s energy future.

Challenges

To foster participation, Hydro Ottawa emphasized customer involvement in decision-making while addressing key concerns about affordability, grid modernization, and climate goals. A $500 bill credit incentive was introduced to boost survey completions.

Accurate Creative leveraged audience personas and historical customer research to craft a targeted content strategy. Insights revealed varying levels of confidence in Hydro Ottawa, awareness gaps in climate policies, and differing priorities for clean energy and technological advancements. These findings informed messaging tailored to each customer segment.

Strategy

The campaign needed to balance a compelling case for necessary infrastructure investments with the reality of rising living costs. Messaging had to resonate with customers facing financial pressures while highlighting the long-term benefits of a modernized, sustainable grid.

Implementation

The campaign was executed over two months using paid social media (Instagram, Facebook, Google Cross Network), traditional ad placements, organic social content, direct email, and bill inserts. A dedicated landing page provided an overview of investment needs, explainer videos, and direct access to the survey.

Results

Hydro Ottawa’s customer engagement campaign effectively strengthened public involvement in energy planning, leveraging data-driven insights and multi-platform outreach. The increased participation underscores the power of strategic messaging and targeted digital engagement in fostering customer buy-in for critical infrastructure investments.

Compared to Hydro Ottawa’s last similar campaign in 2019, the 2024 initiative achieved remarkable success.

increase in survey completions
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ad impressions
0 K
conversion rate (survey link clicks)
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total website sessions
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new website users
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survey page views
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Accurate exceeded our expectations at every stage, delivering the full scope of work with valuable additions that went above and beyond.

Coaching Association of Canada

Health Products Stewardship Association

The Health Products Stewardship Association (HPSA) is a not-for-profit organization that facilitates the safe disposal of unwanted medications and used medical sharps across Canada. HPSA collaborates with stakeholders in six provinces, including pharmacies, governments, and health organizations, to make safe disposal easy and eco-friendly for everyone.

Context

HPSA runs free take-back programs to help collection sites implement safe disposal while educating customers on public health and environmental benefits. These programs help prevent accidental exposure, misuse, and environmental contamination. Proper disposal is essential, yet many Canadians are unaware of the risks or where to return them. With low engagement on social media, reaching people was a challenge—making it clear that a stronger digital presence was needed to raise awareness and drive action.

Challenges

HPSA struggled to raise awareness about responsible disposal methods. Even though improper disposal harms the environment and poses health risks, participation in their take-back programs was lower than expected. The organization needed a stronger digital presence to educate and engage the public effectively. That’s where Accurate Creative comes in.

Strategy

Accurate developed a comprehensive awareness strategy with content and asset creation, advertising allocation, and complete execution and management of the campaign. The focus was revamping HPSA’s digital outreach through organic and paid social media campaigns, introducing a fresh look, and positioning HPSA as a trusted leader in environmental health.

Implementation

Accurate refreshed HPSA’s social media with a new look to strengthen its brand identity. We designed engaging organic content to educate audiences about safe disposal practices and ran targeted paid ads on Google and LinkedIn to expand reach and drive participation in the take-back programs.

Results

The digital strategy boosted awareness, educated the public, and positioned HPSA as a key source for environmental health. The campaign drove meaningful conversions, including increased site engagement, clicks on ‘Find a Collection Location,’ form submissions, and social interactions—providing valuable insights into audience behaviour.

social media followers
+ 0 %
post impressions
+ 0 %
page engagements
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ad impressions
+ 0 M
ad clicks
+ 0 K
total conversions
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Accurate exceeded our expectations at every stage, delivering the full scope of work with valuable additions that went above and beyond.

Coaching Association of Canada

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Coaching Association of Canada

The Coaching Association of Canada unites stakeholders and partners in its commitment to raising the skills and stature of coaches, and ultimately expanding their reach and influence. Through its programs, the CAC empowers coaches with knowledge and skills, promotes ethics, fosters positive attitudes, builds competence, and increases the credibility and recognition of coaches.

Context

The CAC aims to enhance the experiences of all athletes and participants in Canada through quality coaching. They foster this through key pillars of coaching leadership and sustainable coaching education. Their coach development supports coaches from grassroots, to professional levels and beyond.

Strategy

Studies have shown that a significant percentage of children and adolescents in Canada, ranging from 40% to 48%, experienced mental health challenges during the COVID-19 pandemic. Many children and youth with mental health-related issues do not seek formal help. Young people in remote or rural areas face a particular risk due to a lack of mental health support services.

Individuals from racialized, Indigenous, and remote populations, newcomers to Canada, members of the Armed Forces, and those in school settings, have been traditionally underserved with access to mental health resources. Research suggests that coaches in these communities can play a role in promoting positive athlete and participant mental health. But many coaches lack the necessary knowledge in this area. Empowering them with knowledge, competency, and the belief that mental health promotion, prevention, and early intervention are part of their role can support better mental health outcomes for their athletes and themselves.

To achieve this outcome, with financial support from the Public Health Agency of Canada (PHAC), the CAC launched the Mental Health and Sport Resource Hub. Accurate Creative was brought on board as their strategic marketing partner to generate awareness of the Hub with a robust digital and traditional media marketing campaign reaching audiences from coast to coast to coast.

Challenges

The biggest challenge of this project, outside of the scope of the content and nature of the campaign itself, was the time to market (TTM).

On October 22, 2022, CAC greenlit the project with a hard campaign start set for February 16, 2023. With less than 4 months TTM, Accurate developed the brand from conception to full implementation, including asset creation, marketing strategies, advertising allocation and full execution and management of the campaign.

Implementation

The primary goal of Phase 1 was to generate awareness of the new Mental Health and Resource Hub. Phase 1’s outreach tactics included a national digital advertising campaign through the online digital display network and social media platforms, complemented by limited traditional advertising, as well as radio and print public service announcements.

Results

This campaign was segmented and targeted to the six marketing personas developed at the outset of the project. Dozens of advertisement variants were used across social media and the digital display network.

Every ad created conversions that drove audiences to the same spot—the MHiS Hub—allowing for a very direct metric to measure engagement.

Ad Impressions
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Total Conversions
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Accurate exceeded our expectations at every stage, delivering the full scope of work with valuable additions that went above and beyond.

Coaching Association of Canada

Royal Canadian Air Force 2024 Centennial Campaign

Canadian Forces Morale and Welfare Services (CFMWS) is a trusted partner, working on behalf of the Chief of the Canadian Armed Forces Defence Staff, providing programs and services to their members at the individual and community levels. Members who are stronger mentally, socially, physically and financially are better prepared to serve our country and protect Canadian values. Working closely with the RCAF 2024 Team, they curated a year-long program supporting celebration activities.

Context

On April 1, 2024, the RCAF celebrated a century of service. This centenary was an opportune moment for the RCAF to garner support, instilling pride and paving the way for a lasting legacy. Leading up to and throughout 2024, the CFMWS engaged Accurate Creative’s services to support the launch of an ambitious program that included an engaging suite of marketing materials anchored by the Centennial Website, as well as secondary brand support for the RCAF Run, RCAF Gala, Legends of the Sky, and the RCAF Gaming Team.

Strategy

From the outset, the goal was to create an innovative marketing campaign and suite of collateral materials that break new ground and promote the RCAF’s history through a contemporary lens. While the Centennial marked Canada’s 100-year military aviation history, celebrations also provided an opportunity to look to the next 100 years.

From an audience perspective, the campaign had to appeal to a wide demographic, including aviation and history enthusiasts, to the next generation of aviators and STEM graduates. The strategy set in motion a process whereby every visual design and technology asset created would be measured against the goal of presenting experiences showcasing the RCAF’s history through modern design and the use of current and leading-edge technologies.

Challenges

A celebration on this scale comes with many moving parts and points of input. Some of the greatest challenges included managing the number of deliverables, building and deploying a diverse suite of marketing assets built using an equally wide range of technologies, and maintaining constant and clear lines of communication between all stakeholders.

While the RCAF 100th Anniversary logo was developed by another partner, Accurate was tasked with bringing the basic elements to life within a cohesive and recognizable brand system. This began with the design and development of the RCAF Centennial website and expanded across affiliated sub-brands, including redesigned logos for the RCAF Run and Gala, a new brand for the RCAF Gaming Team, and dozens of secondary collateral pieces.

Implementation

Building out Centennial products was a 2-year process requiring an all-hands-on-deck approach. One of the reasons CFMWS selected Accurate as their partner is our capacity to deliver and the responsive, full suite of services and expertise we offer. Our development built an engaging and visually stunning website and user experience, including an innovative RCAF timeline, events, news and resources, and the integration of RCAF Centennial affiliate merchants and sponsorships. The graphics team curated unique logos, banner designs, social media graphics and templates, posters, apparel designs, and merchandise. Our video crew shot and produced footage for promotional videos and designed motion graphics assets. Finally, our new technology team delivered an innovative and immersive, mobile, augmented-reality experience, leveraging ground-breaking technologies that introduce audiences to RCAF’s history through the power of AR on their mobile devices.

Results

The RCAF 2024 Centennial Campaign successfully captured the spirit of a century of service, igniting widespread national pride and international interest. Through its dynamic blend of innovative marketing, engaging events, and diverse content, the campaign resonated with audiences from all walks of life. Whether through the powerful stories shared, the celebration of air shows, or the connection forged with new generations via gaming and eSports, the campaign brought the legacy of the RCAF to life in a meaningful way.

By creating a cohesive and immersive experience across digital, print, and interactive platforms, the campaign achieved its goal of honoring the RCAF’s storied past while inspiring excitement for its future. This multifaceted approach not only amplified the reach of centennial celebrations but also ensured that the RCAF’s history and mission would continue to engage and inspire well beyond 2024.

The web stats shared below are from March 21 2023 – October 1 2024.

Canadian Visitors
0
Visitors Worldwide
0
Visitors per day, on average
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Visitors on Canada Day 2024
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Sincere sentiments of gratitude for your patience, efforts and trouble-shooting to get this up and off the ground. It looks AMAZING, and we are so pleased with your team’s efforts and creativeness that they brought to the design.

Royal Canadian Air Force

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