The #RCMEffect
To kick off the Royal Conservatory of Music ‘I Play Music’ campaign, ELEVATOR developed and launched a powerful and heart-felt creative campaign featuring students sharing their love of music. The goal was to encourage parents to give their child the opportunity to explore music learning with The RCM’s Certificate program which is designed to inspire confidence, motivation and kindness in all students.
Several pieces of content were produced and used to amplify the campaign through paid media and social channels such as Facebook, Instagram and WeChat.
ELEVATOR created a messaging strategy that leveraged the expertise of RCM’s Director of Research. Neuroscientist, Dr. Sean Hutchins became the spokesperson of the campaign.
ELEVATING RCM: we secured earned digital and broadcast interview opportunities across Canada, with segments that highlighted cognitive benefits of music lessons and the uniqueness and value of The RCM Certificate program. The big win was Breakfast Television, contributing to over 2.5 million targeted earned media impressions.