Content Marketing Case Studies – William Morassutti

1. “Storytelling that Drives
Business Results”
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CONTENT MARKETING
William Morassutti
VP, Content & Editorial
Loopmedia
–CASE STUDIES–

2. “The Drive” docs-series | Toyota Prius
GOAL: Toyota Canada was looking to connect with potential Prius Prime drivers in a unique way. The goal? To create awareness, drive brand recall,
and increase favourability of Prius Prime in the back half of 2018 within key markets across Canada.
INSIGHT: 60% of browsing moments for vehicles are based on an emotional connection – which is 2x higher than intent. This insight led to the
creation of a “story-
fi
rst” digital content experience (The Drive) on HuffPost Canada featuring real people that
fi
t the Prius Prime driver pro
fi
le.
RESULTS: Within 6 weeks, The Drive successfully connected Toyota with their audience:
*The content reached 7.9 million Canadians within the key regions
*Readers spent a total of 78,224 minutes with the content
*The campaign drove 27% lift in brand recall
*The campaign drove 13% lift in brand favourability
WILLIAM MORASSUTTI:
*Created Loopmedia partnership with Verizon Media/HuffPost Canada.
*Worked with creative teams to develop sizzle reel as part of Verizon’s pitch package to Saatchi/Toyota.
*Editorial and Client lead for “Prius Prime” national video series and subsequent Toyota Camry video series,“The Hobbyist.”
*Wrote/Edited Creative Treatments for all 10 videos in the Prius and Camry series.
LINK TO CONTENT: https://vimeopro.com/user14549557/loop0814
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3. “Tackle Hunger” cause marketing campaign | Purolator
GOAL: Drive awareness for Purolator’s annual Tackle Hunger campaign, a grassroots initiative led by Purolator employees that has, in collaboration
with the Food Bank, delivered 18 million meals to families across the country since 2003.
INSIGHT: Despite its impressive track record, Purolator had never told the story of Tackle Hunger – let alone owned it. The brand was in need of an
authentic, powerfully emotional testament to the great work they’d done – and a Cause Marketing video series and campaign was the perfect answer.
RESULTS: In addition to the anthemic 3-plus minute
fi
lm playing on Purolator's Tackle Hunger landing page, Purolator ran a 30-second national
broadcast spot and also 15-second versions optimized for TrueView along with Purolator's social channels.
*The video generated overwhelmingly positive results, moving the needle on key metrics like "brand favourability" and "intent to purchase" and leading
to the decision to expand the series into a national initiative.
WILLIAM MORASSUTTI:
*Wrote the Treatment and co-led the pitch
*Created all editorial components of the campaign
*Led Client Relations
https://vimeopro.com/user14549557/loop0813/video/273382552
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4. “Heart of the Wild” fundraising campaign | World Wildlife Fund
GOAL: The World Wildlife Fund Canada approached us to help with their annual Holiday Season Fundraising campaign.
INSIGHT: To drive donations, we needed to touch the heart of the kids (and kids-at-heart) most attuned to the wild. Using this insight, the “Heart of the
Wild” campaign highlighted children and their real, unscripted and enthusiastic idealism.
RESULTS: The
fi
nal deliverables included two 30-second broadcast commercials, a 30-second radio ad, national out-of-home advertising, online ads
on Google, Facebook and Instagram, as well as magazine advertising.
*10% increase in online store revenue
*Top selling product sale increased by 15%
*Best performing day YoY increase by 15%
WILLIAM MORASSUTTI:
*Conceived of key insight and wrote Content Strategy with CD.
*Pitched concept to WWF’s senior marketing team.
*Led Client Relations.
*Presented post-mortem and analytics, securing Loopmedia as content partner for WWF for the following year’s campaign.
LINK TO CONTENT: https://vimeopro.com/user14549557/wwf/video/189188533
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5. “It’s My Airport” multi-platform campaign | Billy Bishop Toronto City Airport
GOAL: Create a multiplatform campaign (video, print, radio, OOH) to heighten awareness of Billy Bishop Toronto City Airport across the GTA.
INSIGHT: For a beloved and intimate airport like Billy Bishop, genuine voices would be more effective than traditional advertising. Guided by this
insight, we used the airport’s own social channels as a casting tool to
fi
nd real-life passengers and feature them as brand advocates, unpaid and
unscripted, to deliver authentic storytelling.
RESULTS: “It’s My Airport” generated 45 million impressions and led to three consecutive record-breaking months of travellers passing through Billy
Bishop Airport.
WILLIAM MORASSUTTI:
*Conceived of key insight and wrote the Content Strategy for “It’s My Airport.”
*Pitched the concept to PortsToronto senior marketing team.
*Co-led Client Relations.
*Wrote and presented successful results and analytics, leading to “It’s My Airport, Phase 2.”
LINK TO CONTENT: https://vimeopro.com/user14549557/loop-3/video/166970832
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6. “Pasco
fl
air” social media content marketing campaign | Pascoe Canada
GOAL: Create a content-
fi
rst social media marketing strategy to help Pascoe Canada’s organic sleep-aid, Pasco
fl
air, gain market share and drive
awareness to a targeted niche audience (women 35-55, living in GTA) over the course of a three-month campaign.
INSIGHT: The target audience was consistently engaging with lifestyle content (Beauty, Fitness, Health & Wellness) on social channels. Pascoe could
leverage this by aligning Pasco
fl
air with the bene
fi
ts of sleep via lifestyle content, presenting Pasco
fl
air as a key ingredient of any health, beauty or
fi
tness regime.
RESULTS: Sales of Pasco
fl
air increased by 122% over the same 4-month period from the previous year.
WILLIAM MORASSUTTI:
*Conceived of key insight and wrote the Content Strategy.
*Pitched concept to Pascoe Canada senior management.
*Oversaw execution of campaign, including management of In
fl
uencers, Social content (original and curated) and digital media buy.
*Presented successful results and analytics, which led to 2 subsequent digital content campaigns for Pascoe Canada.
LINK TO CONTENT: https://vimeopro.com/user14549557/l2014054pasco
fl
airall/video/121676820
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7. “One Forest Hill” digital marketing campaign | North Drive
GOAL: Create a distinctive brand identity, along with a short
fi
lm and integrated print content, to help launch One Forest Hill, a boutique condominium
community in Toronto’s upscale Forest Hill neighbourhood.
INSIGHT: The concept revolved around one key insight – there is only one Forest Hill. And the strategy was to sell the cachet of the neighbourhood
just as much, if not more, than the high-end units.
RESULTS: The campaign helped to secure 70% of sales in the
fi
rst month – an unprecedented result for a luxury condominium community. It won 2
BILD Awards (Best Digital Marketing Campaign and Best Video) and 4 Ontario Home Builder Association Awards, including Project of the Year.
WILLIAM MORASSUTTI:
*Signed North Drive, an award-winning real estate developer, as a new client.
*Collaborated with creative leads on developing key insights, creative direction and strategy.
*Presented the concept in tandem with the creative team.
*Led Client Relations and secured North Drive for future projects.
LINK TO CONTENT: https://vimeopro.com/user14549557/l2016082northdrivevideo/video/235576935
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8. “TORO Magazine” | Print (2003-2007) & Digital (2008-20011)
GOAL: To create a compelling men’s lifestyle brand for a target audience of urban, trend-setting Canadian males.
INSIGHT: Hight production value, exemplary design, and a tongue-in-cheek tone helped make TORO an iconic print magazine. But greater success
emerged from taking the brand digital, where daily content fuelled a social media marketing engine that generated a monthly readership of over
500,000 unique visitors.
RESULTS: TORO Magazine was nominated for over 60 National Magazine Awards during its 4-year print run, reaching a national audience of 220,000
per month. After the print magazine was shuttered, the re-launched digital TORO more than doubled the print magazine’s readership.
WILLIAM MORASSUTTI:
*The
fi
rst person hired in 2002, Morassutti successfully laid the business and editorial foundations of the print TORO.
*In 2008, he guided successful transformation of TORO from print to web-only publication, increasing the readership by 60%.
*Established the web-only TORO as the fastest growing men's lifestyle platform in Canada, with a peak monthly audience of 543,000 unique visitors
(comScore: October, 2010).
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9. “NY Times Photo Archive of Canada” | Multi-platform Content Initiative
GOAL: Creatively develop the photo archive asset across multiple platforms in order to: a) generate revenue, and b) raise awareness of the web-only
TORO.
INSIGHT: In a multi-platform, multi-screen world, content marketers must create content that resonates across multiple channels.
RESULTS: In 2010 William Morassutti spearheaded a multi-platform content initiative consisting of: digital content, VIP events, original art and
photography exhibits, a bestselling book, and a feature-length documentary – all of it leading to spikes in TORO’s readership and increased revenue.
WILLIAM MORASSUTTI:
*In July 2010, began to publish a photo-of-the-day on the web-only TORO, generating 13 million page views in one year.
*In the fall of 2010, spearheaded TORO After Dark, an invitation-only VIP lounge that ran during the
fi
rst four days of TIFF.
*TORO After Dark generated 100 pieces of media coverage and over 90 million media impressions
*In 2012, Morassutti conceived of, pitched and edited a bestselling book of photos and essays for Random House: “Imagining Canada: A Century of
Photographs Preserved by the NY Times.”
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10. “YouInc.com” | Online Community for Entrepreneurs
GOAL: To re-launch and re-invigorate YouInc.com, a startup online community for entrepreneurs (founded by Arlene Dickinson) that was struggling to
gain traction.
INSIGHT: Entrepreneurs are passionate, driven, and “always on” – and they’ll respond enthusiastically to lifestyle content that celebrates the message,
“When Life Is Work.”
RESULTS: In the months following the re-branding and re-launch of YouInc, page views rose by 240.22% and Unique Visitors by 182.17%.
Membership on the site rose from less than 1,000 to 10,000 members in the
fi
rst 4 months.
WILLIAM MORASSUTTI:
*Led the YouInc team in developing a content strategy that saw original content published daily.
*Helped develop the lineup of tools and resources that allowed the YouInc community to collaborate, share and learn from one another.
*Led all content marketing initiatives for the content-driven/ad-free site, acting as editorial lead for major sponsors like Microsoft, Scotiabank, UPS and
Telus.
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11. Portfolio:
https://www.slideshare.net/WilliamMorassutti
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LinkedIn:
https://www.linkedin.com/in/williammorassutti/

12. CONTACT:
WILLIAM MORASSUTTI
william.morassutti@gmail.com
416.937.4489
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