Creative Brief

Our April Fools' Day prank, orchestrated through generative AI, epitomized PCL Construction's bold corporate identity, featuring a fictional moon groundbreaking by our team. This innovative holiday campaign leveraged generative AI to craft compelling copy and graphics, capturing our audience's attention.

Employing a strategic blend of humor, professionalism, and realism, we targeted employees, clients, partners, and industry peers, aligning with our majority social media following identified through analytics. By mimicking familiar project milestones, such as groundbreakings or grand openings, we resonated deeply with our audience.

Powered by AI-driven content creation, our communications and graphic design teams crafted a faux moon groundbreaking announcement, sparking remarkable engagement and making it one of PCL's standout posts of the year.

The campaign surpassed expectations, garnering over 80,000 impressions, 98 comments, 141 shares, and a remarkable 6.3% engagement rate. Its success demonstrated our ability to captivate a diverse audience, eliciting humorous reactions and genuine surprise.

Ultimately, this campaign represents the epitome of successful social media marketing. It captured attention, sparked conversations, and left a lasting impression on our audience. For these reasons, we believe that this submission is a clear standout for recognition, demonstrating PCL Construction's ability to innovate and inspire in the digital landscape.