TELUS Social Purpose

Since 2000, TELUS has been a global leader in social capitalism and has used its technology to address some of today’s most pressing challenges. Despite this, consumer-testing data and market research has demonstrated that only one-third of Canadians and one-half of customers see TELUS as a social purpose-oriented company.

To combat this low awareness and bring light to TELUS’ social purpose, NATIONAL and TELUS joined forces to develop and execute 24 influencer campaigns in 2022 with a steady drumbeat of approx. 300 impactful content pieces curated by 100 content creators across Instagram, TikTok and YouTube.

The overall objective of the campaign was to emphasize TELUS’ social purpose leadership to a mass Canadian audience. The campaign also aimed to firmly position TELUS as a global technology leader, dedicated to creating positive social impact and giving back to the community in a multitude of ways.

Before launching this program, TELUS had pre-established Influencer Scorecard Benchmarks to achieve. The core KPIs of the program included a variety of vanity, performance and cost-efficiency metrics, including a 2-3.9% engagement rate. NATIONAL and TELUS worked together to take the measurement a step further, launching an Influencer Brand Lift Study with a variety of content pieces from the creators to measure the impact on brand perception derived from influencer content. This was a first of its kind for TELUS and the NATIONAL team.

The TELUS Social Purpose influencer campaign exceeded the set target by achieving a 9.84% engagement rate overall. The key findings from the Influencer Brand Lift Study were as follows;
18% point lift in overall brand perception immediately post-exposure, and 9% one-week post-exposure
24% point increase in the share of those who agree that TELUS is using its technology and people to address Canadian social issues
59% who agree that “overall, watching these videos made me feel more positively towards TELUS”

Overall, the findings from this pilot brand lift study demonstrate lasting, positive effects of TELUS influencer content on audiences’ overall perception of the brand. Detailed results can be found here - LINK