In-content TV drives strong brand affinity and purchase consideration

Driving brand relevance through contextually aligned storytelling

To boost brand affinity and connect with consumers in meaningful moments, this CPG brand partnered with Bell Media to integrate its branding into one of Canada’s most compelling healthcare dramas using virtual ad placement. By appearing in a show where care and urgency are central themes, the brand reinforced its role as a trusted, go-to relief option in everyday life.

Thoughtful placement, real emotional impact

The integration appeared in a high-stakes hospital setting, subtly reinforcing the brand’s relevance during moments of tension and care. The virtual placement felt organic to the storyline, enhancing viewer recall and sentiment without disruption.

Highlights included:

• Natural signage placement within hospital scenes
• Alignment with emotionally driven moments of patient care
• High contextual relevance that amplified the campaign’s credibility

Research-backed impact

An independent survey by Dynata revealed that virtual content integration measurably shifted key brand perceptions.

• 95% of viewers liked the in-content ad format
• Brand familiarity rose significantly among exposed viewers, reaching 88%, a strong lift over the unexposed group
• 80% of exposed viewers agreed the brand “is for me” signalling strong opinion of the brand
• 78% of viewers would recommend the product
• 68% of exposed viewers said they would consider purchasing the product
• Younger (18–34) and male audiences responded especially well, with leading scores in opinion, recommendation, and intent

A format viewers actually like

In-content advertising was not only effective, but it was appreciated.

• 95% of consumers liked the integration format
• The placement was seen as authentic, relevant, and non-disruptive
• Viewers felt it added realism and connection to the storyline

Conclusion

This healthcare CPG brand’s integration delivered real impact, demonstrating how brand placement in relevant, emotionally charged content can drive increased brand perception and consideration. By aligning with a trusted, healthcare-themed show and leveraging smart integration, it was able to build deeper connections with Canadians in a format they embraced.

Source: Dynata Canada Brand Lift Study conducted in partnership with Bell Media. Results based on exposed vs. control group methodology.