Le Devoir, Always There!
2019 Finalist

Le Devoir, Always There!

Le Devoir

Montréal, Canada

Category Best Use of Video

Overview of this campaign

The main goal of these videos was to support field marketing tactics (such as admail, free promotional copies, and flyer distribution), targeting former subscribers of La Presse’s print edition. These videos were then part of a much larger campaign, raising hopes of a viral outreach on social media to not only attract potential subscribers, but also strengthen brand image within our community of readers.

We also examined rigorous survey results conducted amongst La Presse’s subscribers before the campaign launch. The goal was to increase subscriptions by 20% for the Saturday print edition. Posting videos on social media, Télé-Québec’s website and throughout our digital platforms was part of the overall strategy put in place to achieve this goal.

More specifically, we were aiming to achieve a higher engagement and shared publication rate than usual, in order to create a buzz around the campaign on social media, mainly on Facebook.

NB We launched a strategic marketing campaign in 2015 to rejuvenate our image by focusing on bold comedic advertising concepts. This allowed us to attract a new readership on our platforms that have not necessarily shown interest towards Le Devoir until then. The “Always There” campaign allowed us to keep going forward and demonstrate a newfound capacity for fresh and witty content found off the beaten track, going against the classic and serious image of Le Devoir.

Results for this campaign

Across the province of Quebec, the campaign has increased the number of subscriptions to our Saturday paper edition by 22%. In the Greater Montreal alone, it generated up to a 28% increase. Thus, it is fair to say that this goal was successfully achieved.

With regard to videos and GIFs posted on social media, Télé-Québec’s website and Le Devoir digital platforms, they:
- have been seen nearly 850,000 times;
- generated about 5,000 reactions;
- generated nearly 600 comments;
- were shared nearly 900 times;
- generated 45% of the 25,000 visits to the microsite during the campaign; (https://www.ledevoir.com/papiersamedi
- generated nearly 10% of subscriptions earned during the campaign

The videos were very well received and drew media attention as well as great enthusiasm among the general public. It therefore can be concluded that our goal of generating buzz and supporting field marketing tactics (telemarketing, admail, free newspaper distribution) is also achieved.



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