Seasonal and Event-Based Live-Stream Campaigns for Canadian Markets

Seasonal and event-based live-stream campaigns in Canadian markets leverage key cultural moments, diverse holiday celebrations, and emerging digital platforms like CTV, Twitch, and live shopping to engage audiences authentically and drive conversions.

Key insights for Canadian seasonal/event live-stream campaigns include:

• Extended Holiday Streaming Window: The holiday streaming season in Canada starts as early as October and extends through January, covering not only Christmas (celebrated by 78% of Canadians) but also Diwali, Hanukkah, New Year, Epiphany, and Lunar New Year. This diversity offers advertisers a broad window and multiple cultural touchpoints to engage audiences.

• Connected TV (CTV) Dominance: Nine out of ten Canadians own smart TVs, with three-quarters actively streaming. The average Canadian watches over four hours daily on TV, making CTV a critical channel for live-stream campaigns during seasonal peaks. Roku, with over 100 live channels and various ad formats, exemplifies the power of CTV for reaching Canadian consumers in real time.

• Live Shopping Integration: Canadian commerce startups and brands like Toronto’s Three Ships embed live shopping events directly on their websites or social platforms, combining authentic, low-production-value livestreams with exclusive offers to boost engagement and conversions. Live shopping events are becoming fundamental marketing tools, especially for product launches and community building.

• Twitch and TikTok for Younger Audiences: Twitch’s live interaction and creator sponsorship tools, now fully available in Canada, allow brands to activate campaigns quickly (within two weeks) targeting Gen Z and millennials. Twitch’s Canadian community access and matchmaking tools enable localized, authentic engagement during seasonal or event-driven promotions. TikTok similarly fuels full-funnel innovation with AI and creator-driven content.

• User-Generated Content (UGC) and Social Campaigns: Canadian brands have successfully used UGC campaigns tied to major events like the CFL Grey Cup, inviting fans to submit content that is then woven into live or broadcasted ads, creating a sense of community and co-creation around seasonal events.

• Programmatic and Real-Time Ad Activation: Advances in programmatic streaming ad tech enable marketers to launch and adjust live event campaigns dynamically, capitalizing on surges in viewership during live events. This flexibility is crucial for maximizing reach and engagement during unpredictable live moments.

• Best Practices for Live-Stream Campaigns: Successful campaigns focus on authentic, relatable content rather than high production polish, promote events through usual marketing channels, and choose a single streaming platform to avoid audience fragmentation. Engaging hosts, exclusive offers, and interactive elements enhance viewer participation and conversion rates.

In summary, Canadian seasonal and event-based live-stream campaigns thrive by embracing cultural diversity, leveraging CTV and social/live commerce platforms, integrating real-time programmatic capabilities, and prioritizing authentic, community-driven content to maximize engagement and sales during key seasonal windows.