Case Study
Squealing Pig - This Little Pig Went to Market, 2024
To support Squealing Pig's introduction to the Canadian market, XMC developed an integrated media campaign that combined paid social, digital video and strategically placed out-of-home media. Paid media targeted consumers in Calgary, AB and Toronto, ON, while high-impact OOH placements in downtown Toronto and the Village amplified the brand during Pride Month, balancing regional scale with contextual relevance.
MISSION
Introduce Squealing Pig to Canadian consumers with a media strategy that drove awareness in key markets while building relevance with the LGBTQIA+ community. Our mission was to translate the global brand's cheeky personality into platform-specific creative that could scale nationally and still feel locally connected during Pride Month in Toronto.
DELIVERY
XMC developed and executed a multi-channel media strategy across Meta, YouTube and The Weather Network, supported by high-impact out-of-home placements in downtown Toronto and the Village during Pride Month. Seventeen creative assets were adapted and optimized by platform, audience and placement, maximizing reach, efficiency and contextual impact across every touchpoint.
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Digital Strategy & Campaigns, Project Management
RESULTS
The campaign delivered more than 25 million impressions across paid digital and out-of-home media, successfully introducing Squealing Pig to consumers in Toronto and Calgary while creating standout visibility during PrideTO. By combining broad-reaching digital media with strategically located OOH, XMC built awareness at scale and established a strong foundation for always-on social content, future sponsorships and integrated experiential programming in Canada.
