TELUS STORYHIVE funds and distributes original content from emerging filmmakers in Western Canada. For its inaugural Pan‑Asian Storyteller Edition (2025 intake), STORYHIVE offered $20 000 production grants, training, mentorship, and distribution to new and emerging Pan‑Asian creators across B.C. and Alberta.

Popcorn Media was engaged to design and execute a campaign that would

1. Drive high‑quality applications from first‑time and early‑stage Pan‑Asian filmmakers in STORYHIVE’s 16 eligible regions.
2. Celebrate and amplify alumni voices to showcase the program’s impact.
3. Ensure all messaging was culturally authentic, inclusive, and inspiring.

Audience & Creative Strategy

• Developed culturally resonant messaging pillars and visual assets.
• Built a paid‑media funnel (awareness ➜ consideration ➜ apply).

Multi‑Channel Activation

• Paid: Facebook, Instagram, TikTok, Reddit, and Google Display.
• Owned: STORYHIVE blog, newsletter, and website landing hub.
• Earned: Pan‑Asian outlets (Cold Tea Collective, Ricepaper, OMNI, etc.).

Influencer & Champion Program

• Partnered with Wong Fu Productions, Andrew Phung, and 10 regional micro‑creators; delivered custom content, IG Lives, and AMAs.

Community Event – Filmmaker Chat

• Hosted a live virtual Q&A with Wong Fu, streamed on YouTube & Facebook; replay clipped into short‑form Reels/TikToks.

Real‑Time Optimisation & Reporting

• Weekly dashboards with UTM‑level conversion data; shifted spend to top‑converting geos and creatives.

Applications submitted: 17 percent lift over the benchmark Indigenous Storyteller Edition, surpassing the intake goal.

Total impressions: 2.1 million across paid, earned, and owned channels, with cost per thousand impressions 42 percent below target.

Average engagement rate: 3.8 percent on paid and organic social, compared with an industry average of 1.5 to 2 percent.

Filmmaker Chat views: 25,000 combined live and on‑demand, including 8,000 peak concurrent viewers.

Media placements: Coverage in eight Pan‑Asian outlets, all with positive sentiment.

Regions activated: Eight STORYHIVE regions produced first‑ever applicants, strengthening the rural creator pipeline.

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"Thanks to Popcorn's efforts, the client saw an increase in social media engagement and applications for the program. Moreover, the team showcased outstanding project management, communicated progress clearly, and delivered on time or ahead of schedule. Overall, the team's authenticity stood out." - Senior Marketing Manager, TELUS STORYHIVE

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