Popcorn was contracted to plan and execute an influencer campaign to promote Vancouver’s most enchanting holiday light experience — VanDusen Festival of Lights. The campaign ran from November 28 until mid December. For this year’s campaign, and included paid and gifted partnerships with 29 influencers.
Objective
Drive awareness of VanDusen Festival of Lights as a must-do Vancouver holiday experience through creator-led content.
Generate a high volume of in-the-moment social content across Instagram and TikTok to sustain interest through late November and early December.
Deliver measurable reach and engagement outcomes using a mix of paid and earned influencer participation.
What We Did
Influencer strategy and outreach: Built a blended creator roster of paid and unpaid partners to balance guaranteed deliverables with organic amplification.
On-site hosting and coordination: Staffed opening night to welcome and support influencers and media, improving the overall hosting experience and execution.
Content planning and rollout: Planned staggered visits and posting windows so content landed across a longer period, not only in the first week.
Measurement and reporting: Reported on total content volume, combined audience size, reach, and engagements.
Result
29 influencers attended
1,474,818+ total combined followers
Content delivered: 88 Instagram Stories, 26 feed and Reel posts, and 20 TikTok posts
Reach delivered: 283,605+ estimated Story reach and 849,368+ Reel and TikTok reach
