In this week’s Partner Spotlight, we look back at last summer when the Toronto Zoo welcomed Mila, an endangered Amur tiger cub that was named after over 15,000 people voted in the “Help Us Give #TOTigerCub A Name” campaign.
With much excitement and anticipation surrounding the birth, Canadian chain Giant Tiger partnered with the Toronto Zoo to become the presenting sponsor of the Amur Tiger Cam, which was a live dedicated camera for the Toronto Zoo’s newest cub. In addition to the naming rights, Giant Tiger received a dedicated “Giant Tiger Cam webpage,” social channel mentions and presenting rights to the “Tiger Naming Contest.”
The partnership, which was facilitated by Sponsorship Canada proved to be a success for the Canadian discount store chain who was looking to grow its brand presence within the GTA and beyond and make meaningful connections with families. Giant Tiger has continued their partnership with the Toronto Zoo into 2022 sponsoring the Zoo’s various “Year of the Tiger” events throughout the year.
The results of the program included the announcement of the Giant Tiger Live Cam Facebook post to reach over 2.1M people, 250K engagements 180K likes, and a consistent increase in social engagement. In addition, the partnership between Giant Tiger and Toronto Zoo helped market and sell Baby Mila merchandise on Gianttiger.com with proceeds going towards the Tiger Conservatory Foundation.