Yahoo Canada has teamed up with TD Insurance to launch the “In Good Company” campaign, which aims to show the strength and innovation of Canadian entrepreneurs through a series of sponsored content.
Hosted on the Yahoo platform, the sponsored content includes profiles of small Canadian businesses such as Redwood Classics, a Toronto clothing manufacturer that rebuilt itself after the 2008 recession; Norda, a Montreal footwear startup competing with global giants; Mai Pai, an award-winning pizzeria in Hamilton; and Bak’d Cookies, a side-hustle business that emerged during the pandemic and has grown into a $2 million company.
Yahoo is also publishing tips and guides for entrepreneurs, including expert advice on taxes and growth, as well as guidance on cross-border shipping and commerce, growth stories of Canadian brands that have become household names, such as Odd Burger and Knix, and an infographic highlighting key points from the series with video profiles of small businesses. The series also includes insights from a poll on Canadian consumers and small business sentiment.
Although the initiative coincides with Small Business Month in October, TD and Yahoo intend to expand their collaboration next year to ensure ongoing engagement with their audience, according to the companies.
In addition to the Yahoo network, the partnership is being promoted on Instagram and TikTok, with influencers and business owners sharing their experiences and emphasizing the significance of tailored insurance solutions.
Sheila Sranko, head of Yahoo Ads for Canada, tells Media in Canada that TD Insurance has a long history of supporting Canadian entrepreneurs, so the partnership was a natural step for Yahoo. “By combining Yahoo’s audience intelligence with engaging, purpose-driven storytelling, this partnership brings meaningful content to small business owners who are looking for guidance, inspiration and trusted resources,” Sranko says.
Alan Wen, VP of marketing at TD Insurance, tells Media in Canada that the partnership with Yahoo is a strategic move to effectively target small business owners, one of the brand’s key target audiences, building on their successful past collaborations for Small Business Month.
The brand aims to help business owners understand their insurance options and promote TD Insurance’s customized packages ranging from property protection and auto insurance to general liability.
“The primary measures of success for this collaboration are increasing awareness that October is recognized as Small Business Month, but also building trust and driving consideration of TD Insurance when business owners are looking to protect what they’ve worked so hard to build,” Wen says.
He notes that the campaign takes a “comprehensive full-funnel approach,” and that, in partnership with their media agency, Unison, they have maximized their investments across numerous channels and platforms, particularly social, to ensure that the message reaches small business owners.
In addition to promotion on social media, TD Insurance opened a “Not-So-Small Business Insurables” pop-up at Stackt Market in Toronto, showing real, insurable objects from its small business customers, ranging from Lego art to vintage artifacts, to demonstrate the breadth of items that can be protected.
The campaign will be evaluated based on its overall reach, the level of engagement with sponsored content on Yahoo and the volume of traffic directed to the TD Insurance website.
