MCI Canada led the campaign to launch the WoodWorks Innovation Network (WIN) in Canada, focusing on increasing demand for Canadian wood products and promoting innovative wood construction methods.? The strategy targeted professionals seeking growth and connections, using social media, email marketing, PR, and paid ads to drive engagement and participation. ? The campaign exceeded expectations, achieving $1.5 million in Advertising Value Equivalence (AVE) from over 910 media mentions. It resulted in 55 new project posts and active engagement from seven architects, successfully fostering a vibrant community around Canada’s wood innovation sector.