Toronto is home to one of the world’s largest Italian communities. So when Italy failed to qualify for a World Cup Canada was hosting, Canada Soccer moved fast. Within 24 hours, we put out a single social post inviting Italian fans to trade their Italy jerseys for Canada Soccer jerseys. The message: “Don’t wait four more years.” Within 96 hours, hundreds were swapping blue for red in the heart of Toronto’s Little Italy. The result? Worldwide attention, 4.6 billion impressions and $47 million USD in earned media, with zero paid media.