Willful, Canada’s leading online estate planning platform, was looking to maximize earned media coverage around its The Great Delay report for Make a Will Month and Financial Literacy Month, which examined how today’s economic pressures are impacting Canadians’ financial goals.
Category executed a countrywide PR strategy targeting local outlets from coast to coast, as well as national mainstream and personal finance media. Despite crowded conversations about Canadians’ dire financial outlook amid rising costs of living, Category helped Willful break through the noise by highlighting the report’s unique insights and forward-looking approach to Canadians’ personal finances. Category’s media relations efforts resulted in top-tier coverage from the Toronto Star, Financial Post, CP24, Global News, CBC Radio, and more.
155 PIECES OF COVERAGE (INCLUDING SYNDICATION)
31.3M IMPRESSIONS (INCLUDING SYNDICATION)
