Content that Showcases Those Personal, Real-Life Stories that Matter Most to You.


Telus is more than just a provider of telecommunications services, it connects people and their passions. Telus wanted to explore how new content strategies would help reach target communities and communicate this key message. Telus and our Media Group’s content division, Strategic Content Labs, embarked on an ambitious online content strategy incorporating our owned media titles.

We created a video series featuring different “connected passions” stories, tailored to the specific audiences of St. Joseph’s digital properties. The stories focused on the role technology plays within our lives. For example, on we featured a text messaging account of two friends in search of the perfect dress. Watch below for the stories we created for and

Including a measurable mechanism to gauge audience interest with each video, we also experimented with A/B messaging on key social channels. Reinforcing Telus’ overall messaging strategy, the online pilot program served as a key impetus for the organization to shift its content marketing focus from technology to people.  These videos demonstrate that audiences prefer to engage with personal, real-life stories that matter to them. For example, a Facebook post with an event-focused family image drew double the engagement of a post with a smartphone-focused image and tech-specific headline.



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