Case Study

B.A. Johnston’s Ham Jam

The Ask

Director Doug Naylor approached Finch Media to secure publicity for the web premiere of a new comedy special, starring Hamilton, Ontario-based entertainer B.A. Johnston and drawing on his blend of regional flavour and nostalgia-based humor for a unique commentary on Canadian society during COVID-19.

Produced in partnership with Bell Fibe TV, the program – titled B.A. Johnston’s Ham Jam Quarantine Special – served as a new installment of B.A.’s YouTube series of the same name, while also letting B.A. maintain his connection with his audience during a period when live venues were still closed due to lockdown.

The goal of the outreach was to generate interest and engagement in the Greater Toronto and Hamilton Area, beyond the show’s existing core audience.


Finch Media secured an opportunity with the cutting-edge Canadian music magazine Exclaim to promote the web premiere. In the hours leading up to the premiere, B.A. did a takeover of Exclaim’s Instagram account, creating and posting original content to drive traffic and generate audience questions for his own social media watch party and Q&A.

Exclaim’s existing editorial tone and style provided the perfect brand synergy for this kind of partnership, and gave the Ham Jam team access to the right kind of local audience.

Following the takeover and premiere, the official Ham Jam Instagram account saw a 12.5 per cent increase in followers and 25 per cent audience engagement on Quarantine Special-related content. Social media RSVPs for the premiere watch party also increased by 34 per cent following the Exclaim takeover.