Objectives

The Metro Vancouver region is home to Canada's largest port and to more than 2.3 million local residents. Our local history is shaped by the fact that our region grew to become a leading port city and international maritime hub, connecting Canada to more than 170 countries. Responsible for overseeing the Port of Vancouver, the Vancouver Fraser Port Authority manages the federal lands, water and assets along hundreds of kilometres of shoreline. Guided by a vision to be the world's most sustainable port, the port authority responsibly facilitates Canada's trade through the Port of Vancouver by ensuring safety, environmental protection and consideration for local communities.

Through market research, we found that there was growing public interest in port-related topics with little existing knowledge of port-led initiatives. To make content engaging and interesting, PortTV, an online video series was designed to engage and educate audiences about the stories of people who live and work to keep our waterfront safe and secure, and the port authority's involvement in innovative environmental initiatives, such as shore power for cruise and container ships and programs to reduce ocean noise from shipping as part of the port authority's ECHO program. PortTV showcases the important role that the Port of Vancouver plays in people's daily lives, Canada's economic prosperity, and commitment to a sustainable future.

Through our 2016 PortTV video campaign, we aimed to:

• Exceed campaign metrics of PortTV Season 2 that ran in 2015

• Generate awareness and pride in the port (measured through audience research)

Strategy and Execution

PortTV originally launched with 14 episodes in season one (2014) and 12 episodes in season two (2015). Episodes alternated between People of the Port, focused on roles of individuals who work in and around the port, and Port Pop Quiz, a roving game-show. After two years of PortTV with 26 videos already created, we wanted to maximize use of existing content and optimize our digital video campaigns to achieve increased reach and video completion rates. We wanted to achieve more with existing assets.

After an analysis of current social media trends and past metrics, a decision was made to:

• Re-edit and shorten our online videos from 3 minutes to 30 seconds
• Repurpose and focus on 10 People of the Port episodes which carried a more impactful and succinct message within shorter video formats
• Add subtitles to our videos as 80% of our viewers watch videos with their sound off on mobile devices
• Paid promotion: Add paid Instagram video and EyeReturn promotion to the mix along with paid Facebook and YouTube campaigns.
• Organic promotion: Continue to leverage existing social media networks and intensify outreach to third-party partners who could help expand our reach

The launch of season three featuring 10 30-second videos began on May 26, 2016 with episodes launching weekly until October 13, 2016. Coinciding with the video launch, supplementary social media content surrounding the topic was posted to further generate interest and engagement. PortTV was part of a larger annual community awareness campaign which includes ongoing traditional media and social media outreach initiatives.

Video topics focused on the work of the port authority and port partners who keep our harbour clean and safe for both local communities and wildlife:

1. Fraser River Cleanup with Ashley Graham
2. Vancouver Aquarium Marine Mammal Rescue Centre with Lindsaye Akhurst
3. Behind the scenes with Assistant Harbour Master Natalie Anderson
4. Energy Conservation at Deltaport with Dorota Kwasnik
5. Tug Boat Captain Dave Dawson
6. Listening to underwater noise
7. Behind the Scenes at Vancouver Wharves
8. Inside the Operations of Lynnterm Terminal with Jeanette O'Brien
9. PollutionTracker Program with the Vancouver Aquarium
10. An inside look at the BC Coast Pilots

Results

More impact with less

PortTV Season 3 in 2016 exceeded results of season 2:

• 3,137,841 impressions, an increase of 3%
• 1,097,631 online video views, surpassing season 2 by 35% percent
• Average of 27% video completion rate across all platforms, surpassing season 2 metrics by 1441%
• Cost per video view decreased by 221%
• All results achieved with 44% less paid promotion spent on content

Generating pride and continuing to pique interest
Results derived from audience research

• Although video content was repurposed, we continued to see high performance and engagement across all channels of some of our most popular videos: Behind the Scenes at Vancouver Wharves, An inside look at the BC Coast Pilots, and Tug Boat Captain Dave Dawson.
• Of those who recalled content, respondents reported above the norm awareness of port initiatives.
• PortTV content was recalled by 14% of the regional population.
• Of those who saw content delivered via social media, an average of 89% agreed that the information presented was either interesting, informative, meaningful, improved understanding or familiarity, or left them with a positive impression.

Media