Ukrainian Canadian Congress | Oilers Entertainment Group

Partnering with the NHL's Edmonton Oilers to drive support for Ukraine

Virvo Founder Andriy Tovstiuk lead the “Alberta Stands with Ukraine” NHL initiatives in 2022 and 2023 working with the Edmonton Oilers (Oilers Entertainment Group) and the Ukrainian Canadian Congress (UCC). The initiatives included various in-game activations, local and international media outreach and social media marketing through owned social channels.


  • Over $1.1 mil raised for Ukrainian humanitarian assistance lead by the Canada Ukraine Foundation
  • Millions of dollars in earned media globally including featured stories in the New York Times, Associated Press, the NHL as well as international coverage throughout the Middle East, Asia and Europe.
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Building an internal digital marketing capability for a global seed company

Virvo Digital lead the planning and implementation of an internal digital marketing tactical capability for the global agricultural seed company, Nuseed (ASX: NUF). Virvo lead a variety of initiatives involving marketing training and mentorship, content marketing, social media marketing, landing pages with paid search, and email marketing. Virvo Digital helped the organization wean off external agency support and redirect annual savings towards more value-driven marketing activities.

Building the marketing strategy and content teams

First, Virvo Digital help develop an integrated, annualized marketing and communication plan where key campaigns, content pillars and content contributors were established. Our strategy for content marketing not only included freelance creatives and marketing staff but were cross functional, including members from the sales and product teams. This diverse group of content contributors across the business added diverse perspectives which helped create more compelling content for Nuseed’s key target of sunflower, canola and carinata growers.

Operationalizing the marketing strategy with technology

Virvo Digital then helped plan and implement internal communications processes for digital content production including the roll out of various marketing automation software. This included centralized marketing drives, media asset libraries, password managers, and social media software. These technologies all significantly enhanced knowledge sharing, alignment and productivity. Internally owned advertising accounts enabled Nuseed for the first time to access its own data for custom audience development, event tracking and digital remarketing campaigns.

Executing the marketing strategy through tactical campaign plans

After all strategies were developed and internal processes operationalized, it was time to execute. Virvo assisted with tactical campaign execution including hiring and onboarding a highly engaged team of full-time specialists and contractors.


  • A newly formed internal digital marketing capability represented a 4x ROI over using an external agency. It netted Nuseed a 50% cost savings (over $100K annually) while doubling internal capacity
  • The adoption of new marketing technologies significantly enhanced knowledge transfer, collaboration, data transparency and cyber security posturing within Nuseed.
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L'viv Business School of UCU

Delivering a strategic marketing course for I.T. professionals in Ukraine

Virvo Founder, Andriy Tovstiuk was responsible for the developing and delivering a strategic marketing course for graduate students at one of Ukraine's top business schools, L'viv Business School of UCU.

Topics covered include the Marketing Funnel, Customer Decision Journey, Consumer Behaviour, Value Proposition Development, Branding Foundations, Ideation for Marketers, Content Marketing, Social Media Marketing, Competitive Marketing Analysis, Growth Marketing and Developing a Marketing plan


  • Achieved a remarkable 93% satisfaction rate among graduate-level students.
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Canadian Finals Rodeo

Doubling down on video content to promote the world's largest indoor championship rodeo

Virvo Founder, Andriy Tovstiuk was responsible for the digital marketing strategy for the Canadian Finals Rodeo (CFR), the world’s largest indoor championship rodeo. With the recent emergence of video content, Andriy and his team adopted a “video first” content marketing strategy and produced several new and unique videos for the event. This included hosted video interviews with cowboys and cowgirls, branded “#NorthlandsTV” segments, pre-roll video advertisements, animated gifs, live-streams, and even immersive 360-degree videos straight from the bull chutes!

Video content had a profound impact on the event’s marketing campaign. Indicated below are the key digital marketing metrics between the 2015 and 2016 CFR events. These enormous lifts were directly attributed to adopting a content marketing strategy which was almost exclusively video.  

Results (2016):

  • Likes on content: 93 738 (+235% Increase from 2015)
  • Comments: 11 832 (+744% Increase from 2015)
  • Reach: 9 806 250 (+168% Increase from 2015)
  • Impressions: 15.2 mil (+91% Increase from 2015)
  • Shares: 24 700 (+646% Increase from 2015)
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Getting regrammed by Justin Bieber

Justin Bieber, one of the biggest popstars in the entire world, performed at Northlands Coliseum for his “Purpose World Tour” in 2016. Andriy Tovstiuk, responsible for social media management of the event, tagged Justin Bieber on Twitter with Northlands produced photo from the concert. Justin ended up seeing and reposting two of the pictures onto his personal Instagram account (@justinbieber), which as of 2023 is the 11th most followed Instagram account in the world with over 274 million followers!


  • Over than 2.26 million likes (100% organic).
  • Mass exposure of Bieber’s Edmonton concert which positioned Northlands as an entertainment destination, a core strategic objective at the time.
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iMEDIA Social Media Conference

Using Social Media to Promote Your Event

Virvo Digital founder Andriy Tovstiuk had the opportunity to speak at one of the largest digital marketing conferences in Edmonton, Alberta “iMEDIA Social Media Conference”. In his presentation, Andriy discusses how to best use social media in promoting events, using cases from his time working for some of the world’s largest brands in professional sport and entertainment.

Whether it's developing content on Taylor Swift's amazing time in Edmonton to covering the last and final Edmonton Oilers (NHL) game played at Rexall Place, Andriy covers topics including content marketing, influencer marketing, community management, social media promotions, crisis communications and many others. Please feel free to watch the talk in its entirety here.

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