Lisa Mack on TELUS' Critter Comforts Playlist

A recent TELUS survey found that 80% of Canadians feel happier after watching animal videos online.

TELUS used this data to create a powerful campaign: the Critter Comforts Playlist.

Launched strategically around Love Your Pet Day and Family Day, the campaign speaks to the positive impact animals have on Canadians’ well-being. Akin to the fireplace channel or “lofi beats” playlist, the video playlist offers Canadians a healthy dose of relaxation and comfort all year round.

Read on for our exclusive interview with Lisa Mack, Vice President of Brand Marketing at TELUS.

1. Was TELUS aware of the impact that animal media has on humans? Or was the brand surprised to learn of the statistics that were so aligned with TELUS’ pre-existing iconic animal content?

A) At TELUS, we’re certainly familiar with the positive impact animals have on humans. For the last two decades TELUS has strategically built its brand to become one of the most trusted and iconic in Canada – centered around its, world-leading technology and commitment to positive social change and characterized by its beloved critters. As we’ve continued to build our brand and marketing campaigns, we know the positive impacts animals have on Canadians’ sense of well-being. While we always measure and leverage consumer insights and campaign results, with the launch of this Critter Comforts playlist, we were excited to dive further into research around the human-animal bond.

The statistics derived through this campaign really do speak for themselves, with 80 per cent of Canadians stating they feel happier after watching animal videos online, and 70 per cent of pet owners sharing they were motivated to get a pet to help with anxiety, depression, help battle loneliness, or reduce stress levels.

These results clearly highlight a unique opportunity for TELUS, known globally for our iconic brand featuring both nature and animals, to help bring Canadians joy simply by using our brand and giving them more of the content they crave. Through the Critter Comforts video playlist on YouTube and Optik TV, we’re excited to be the brand that’s offering Canadians a welcomed pick-me-up through the content we’re delivering, whether it’s the new playlist, or other critter- based content.

2. How will the Critter Comforts video add value to the lives of those who watch?

Studies show that watching images and videos of cute animals for just 30 minutes positively affects blood pressure, heart rate and anxiety, proving that regardless of having a pet, everyone can experience the wellness benefits of the human-animal bond simply by viewing animal content through a screen. The TELUS Critter Comforts playlist provides a simple, convenient and digital destination for Canadians to kick back and enjoy the wellness benefits of watching critter content.

Similar to the fireplace channel and calming musical playlists, the video playlist is designed to bring viewers a combination of comfort and joy featuring TELUS’ iconic critters who Canadians have come to know and love. The Critter Comforts playlist will also continue to grow, with more videos being uploaded throughout the year, so that those who watch will be able to have a steady stream of new Critter content to enjoy.

TELUS Critter Comforts video playlist is now available on YouTube and available on Optik TV, on channel 147 for TELUS customers in B.C. and Alberta and channel 492 in Quebec. Watching TELUS’ critter content won’t just help viewers feel good, it will also do good for animals. For every view of the Critter Comforts Playlist, TELUS will give $1, up to $100,000, to charities supporting animals and Canadians’ wellbeing.

3. Why is now a better time than ever to provide Canadians with content that will make them happier?

The winter months can be a tough time of year for Canadians. The post-holiday crash, short days and cold weather typically contribute to lower levels of well-being. Especially for Canadians who find it difficult to get out outside for their nature fix during the winter, the Critter Comforts playlist will deliver a feeling of zen and comfort when Canadians need it most.

Through this integrated marketing campaign approach we’re excited to bring Canadians the content they need across various touchpoints, from influencer content and social media, to earned media and more.

4. How will TELUS continue to implement creative and iconic marketing campaigns after this one? Does anything beat an animal playlist?

Our Critters, world-leading technology and commitment to positive social change have helped us become one of the most trusted and iconic brands in Canada. The Critter Comforts Playlist is just one example of our unique ability to leverage our leading brand iconography to drive impactful marketing campaigns that resonate with Canadians and this will be ever-evolving. We encourage Canadians to continue checking into the Critter Comforts playlist for new feel-good Critter videos throughout the year.

With strong brand identifiers like our Critters, there is so much we can do with creative, powerful and emotive storytelling to break through, engage and educate Canadians about the many ways in which TELUS is making a difference for customers, communities and the planet.

Throughout the year we will continue to deliver multifaceted, 360 marketing campaigns that inspire Canadians while positioning TELUS as a company fueled by our social purpose.

5. TELUS will give $1, up to $100,000, through the TELUS Friendly Future Foundation. How is this charity actively doing good for Canadians?

The TELUS Friendly Future Foundation is a Canadian registered charity, funding more than 500 charities each year that provide education and health programs, many enabled by technology. Since 2018, TELUS Friendly Future Foundation and the TELUS Community Boards have donated $1M to charities that foster the human-animal connection.

The funds raised through the Critter Comforts playlist will be distributed through the Friendly Future Foundation, with 100% of donations going directly to charities across the country with a focus on supporting service animals, wildlife rehabilitation, and animal therapy. This includes charities like Pacific Assistance Dogs Society (PADS), Hope for Wildlife, and Canine Opportunity, People Empowerment (C.O.P.E).

This was an exclusive interview between Marketing News Canada and Lisa Mack, Vice President of Brand Marketing at TELUS.