Our client, Paro Canada, is a not-for-profit with over 30 years of experience driving impact for women. Their goal was to run a national research project across Canada and garner online and in-person community growth through content marketing and events. SCA was hired as a minority-owned and women-owned agency to tackle the nation's biggest ecosystem (economic development, entrepreneurship, government, and corporate) to drive this research project and bring PARO front and centre through the IT factor, using digital, social, and multimedia. As a production house and creative agency, we strategically produce content opportunities and digital moments for brands and companies to participate in national programs & events, reaching millions of entrepreneurs, business owners, modern moms, and influential women.
The core idea behind this campaign was ambitious: remove cost as a barrier for minority and diverse women entrepreneurs, while proving that a premium, scroll-stopping, out-of-the-box experiential experience online and IRL could scale social impact nationally through coast-to-coast research.
Our objective was to design and execute a five-city national tour for nonprofit client PARO, producing high-quality digital content, video, social, photo and online community delivering high-value education, community engagement, and visibility at no cost. Many women entrepreneurs from underrepresented communities face an impossible choice between investing in their businesses and in their professional development. We aimed to eliminate that trade-off, enabling attendees to focus fully on learning, connecting, and growing their businesses.
To achieve this, we set three primary goals. First, secure corporate sponsorship to fully cover attendee costs, ensuring equitable access across all cities. Second, build a cohesive, experiential brand for the tour, including dedicated social channels and a multi-platform content strategy to attract participants and major sponsors while amplifying reach and visibility. Third, drive meaningful engagement through creative storytelling, social-first content, and a contributor program that empowers attendees to generate and share content, extending the tour’s impact beyond each stop.
Ultimately, the campaign demonstrated that a diverse-owned agency could deliver a national, multi-city initiative that combined measurable social impact, an innovative content strategy, the elevation of underrepresented voices, and strategic corporate partnerships, while creating a digital and social footprint that amplified reach, excitement, and engagement at scale.
Our client needed to reach women in major cities across Canada to conduct research and encourage attendance so they could be supported. We created an epic national media/tour campaign and branded experience coast to coast, and the results were extremely successful!
Strategy & Execution
Bringing this campaign to life required a multi-layered content, social, and experiential strategy that transformed a five-city national tour into a fully immersive brand experience for minority and diverse women entrepreneurs.
Content Strategy & Vision
Our agency developed the overarching content vision, translating the tour into a cohesive, digital-first experience. We created dedicated social channels and a multi-platform content plan, carefully crafting storytelling across Instagram, LinkedIn and owned channels. Every touchpoint from sizzle reels to micro-content clips was designed to generate excitement, showcase impact, and elevate sponsors, while building a recognizable national tour brand.
We went beyond standard event branding by creating a fully realized experiential universe: attendees received “Founders Passports” and boarding passes, entering their own branded airline with VIP lounges, experiential photo moments, and interactive activations. This approach turned each event into an immersive, content-rich journey, encouraging attendees to create and share user-generated content that amplified reach and engagement.
Execution & Production
Our team produced hundreds of original assets, including photography, video, live coverage, and highlight reels optimized for social-first distribution. We developed a contributor program to teach attendees to generate authentic digital content in real time, creating organic reach and ongoing community storytelling. A social-first content strategy, live updates, and short-form video generated national media exposure, reaching over 20 million people and creating a true “it factor” for the tour.
Sponsorship Integration
Corporate partners such as American Express, CIBC, QuickBooks, Olly, and Dean Davidson were seamlessly integrated into the experience through content activations and digital storytelling. By positioning brands as enablers of access rather than traditional sponsors, we created value for partners while reinforcing the campaign's social impact.
Challenges & Innovation
Coordinating consistent production across multiple cities while maintaining a cohesive tour identity was a key challenge. Standardized creative workflows, production templates, and centralized content oversight ensured a premium experience across the board. Demonstrating the value of a free-attendance model to corporate sponsors required innovative engagement metrics, social reach data, and content-first storytelling, resulting in over $450,000 in sponsorship revenue.
Outcome & Uniqueness
The tour became more than an event series; it became a digital-first discovery, immersive community. By combining experiential branding, content strategy, social storytelling, and strategic sponsorship, we created a fully branded, nationally recognized campaign that removed barriers for diverse women entrepreneurs, amplified their voices, and demonstrated that a diverse-owned agency can deliver high-impact, socially transformative, and digitally compelling campaigns.
SCA is an award-winning independent marketing agency specializing in event production, virtual programming, viral content and unforgettable brand experiences that build community, amplify reach, and drive meaningful impact. Our work has reached over 65 million people and serves a thriving community of more than 30,000 members across programs. We have collaborated with over 350 brands on unique campaigns and programs.
This campaign delivered unprecedented scale, impact, and visibility for a women-focused nonprofit. Over five cities, we brought together 1,000+ diverse women entrepreneurs, fully funded through $450,000 in corporate sponsorship, removing financial barriers and enabling attendees to fully engage in learning, networking, and growth.
New social media platform and tour results
9994 INTERACTIONS
954K SOCIAL MEDIA REACH
300 PRE/POST PRESS
50+ national and global brands & Corporate partners, including American Express, CIBC, QuickBooks, Olly, and Dean Davidson reinforcing their brand values while delivering measurable social ROI.
The #SelfMadeBreakfastTour became a nationally recognized, award-winning event series that connected founders, startups, and scaling entrepreneurs with top brands, business leaders, and influential peers. Every detail from curated roundtables and full-day summits to immersive elements like the Founders Passport, branded boarding passes, and VIP “airport lounges” created a fully branded, content-rich experience that transported attendees into the tour’s world and encouraged organic social storytelling.
Our content-first strategy amplified reach and engagement: social-first storytelling, sizzle reels, and user-generated content generated national media exposure of 20+ million people, establishing the tour as a movement rather than a series of events. Attendees became active contributors, creating authentic, shareable content that extended the campaign’s visibility far beyond physical attendance.
The campaign achieved its objectives: removing financial barriers, elevating diverse women’s voices, building a national entrepreneurial community, and producing a replicable, content-rich model for future social impact campaigns. This tour demonstrates that a diverse-owned agency can deliver digitally led, socially transformative, and nationally recognized campaigns at scale.
We have an epic AMEX Founders lounge, CIBC headshots, a sticker collaboration with the signature #firstclassvibesonly , a branded water can to the tour, endless partnerships and made huge moves!!! We are so proud of this MASSIVE project. Thank you for your consideration!!!!
