I led the creation of Insiders Project, a content hub that offers both utility and entertainment. Rather than hard-hitting advertising, the site takes an editorial approach, featuring key products through recipes, videos, and articles. This video-driven platform operates like a startup within a large company, using data to guide strategy and creative. With zero to minimal media budget, we achieved over 7.6 million page views, driven by a focus on increasing visits, lowering bounce rates, and extending time on page. We partnered with a diverse group of creators across Canada to craft content that resonates with our audience. The content is featured both on insidersproject.ca and within the PC Optimum app.