The Toronto Star

The Toronto Star

Engaging Students in the 2019 Federal Election Through Influencer Storytelling

In the lead-up to the 2019 federal election, the Toronto Star set out to help young Canadians stay informed about the issues shaping the country’s future. As the nation’s most-read newspaper, the Star launched an initiative offering free digital access to post-secondary students and faculty across Canada, giving them access to credible journalism, election coverage, and analysis.

 

The Challenge

With the offer available to more than two million students across hundreds of colleges and universities, the challenge was ensuring the program reached students and motivated them to sign up. The Toronto Star partnered with BlueSky to raise awareness of the Vote 2019 student offer and encourage registrations among post-secondary audiences across the country.

 

The Strategy – What BlueSky Did

BlueSky developed a social-first campaign designed to reach students through creators who already had strong connections with campus audiences.

The strategy combined a curated group of macro influencers focused on student life with a grassroots nano-influencer program made up of post-secondary students from across Canada. Creators were selected from key student markets including Vancouver, Calgary, Edmonton, Toronto, and Halifax.

Influencers produced authentic Instagram content that connected the Vote 2019 offer with their own student experiences, helping introduce the program in a way that felt relevant and relatable to their audiences.

 

The Results

The campaign delivered strong engagement and measurable growth:

  • 11% Instagram engagement rate, significantly exceeding industry benchmarks
  • 18% increase in registrations during the campaign period
  • Influencer content reaching post-secondary audiences across multiple Canadian cities

 

The Impact

The campaign helped raise awareness of the Toronto Star’s Vote 2019 initiative while connecting the publication with a new generation of readers. By leveraging creator storytelling and student voices, BlueSky helped amplify the Star’s election coverage and encourage greater engagement with trusted journalism among young Canadians.

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