More than just a sport, hockey is a powerful driver of intergenerational connection and community pride. In this context, the Best Buy Express Cup stands out as an initiative designed to showcase young talent while making a tangible contribution to local infrastructure, particularly community arenas.
The initiative therefore goes beyond a simple sports competition. It is an event built around the joy of playing, one that highlights communities through their young athletes and strengthens the connection between the brand and the local fabric.
The challenge was to elevate the Best Buy Express Cup final at a provincial level by giving it strong and cohesive media visibility. To achieve this, journalists and content creators were strategically engaged to transform a friendly sports competition into a true moment of collective pride and community engagement.
Through panels, meet-and-greets with Georges Laraque, and by showcasing Best Buy’s commitment to youth, the event became a true point of convergence between sport, community involvement, and brand visibility.
Objectifs
Position the Best Buy Express Cup as a must-attend tournament in Quebec.
Maximize the event’s reach and visibility across the province.
Position Best Buy Express as a brand committed to youth.
Generate positive and engaging content.
Drive content creation and mentions.
Spark interest in the event and the brand.
Gameplan
A 360° approach, rolled out in three phases:
Before
Sending an invitation package including a Best Buy Express Cup hockey jersey to around thirty journalists and content creators.
Generating unboxing content and creating desire.
Regional media relations to highlight local teams.
During
On-site coordination of media and content creators.
VIP experience and product distribution.
On-site activation with brand ambassadors.
After
Local media follow-ups.
Distribution of content (photos, b-roll) to media outlets.
Post-event amplification.
All of this helped transform the event into a narrative platform rather than a simple sports competition.
Results
12.8M total impressions.
11.5M media impressions.
1.3M impressions via content creators.
23 content creators and five journalists engaged.
Seven interviews with key personalities.
On-site activation:
300 direct interactions.
+13.2% Instagram followers in one day.
Credits
Client | Best Buy Canada
Public, media and content creator relations | Franchir
To help the Producteurs de bleuets sauvages du Québec reignite local visibility for the berry, the idea of a Boreal Banquet was born. An immersive experience celebrating the uniqueness and richness of Québec’s wild blueberry, where boreal nature, refined gastronomy and a fully sensory universe came together.
In February 2026, guests were immersed in a warm, terroir-inspired atmosphere from the moment they arrived. From the very first cocktail (or mocktail), we introduced a multisensory journey built around boreal flavours.
A four-course gastronomic menu was served to 24 attendees, including partners of the Wild Blueberry Producers of Québec, media representatives and content creators. The experience was designed as a full exploration of the blueberry in all its forms, with each course revealing an unexpected facet of the fruit, showcasing its aromatic complexity, vibrant colour and untamed character.
To extend the experience beyond the evening, curated gift bags were presented at the end of the event, encouraging continued discovery at home while generating post-event content.
Objectives
Showcase Québec’s wild blueberry through its versatility, untamed character and distinctive flavour.
Reignite visibility for Québec’s wild blueberry
Create a powerful sensory immersion around this emblematic berry from Québec’s terroir.
Drive authentic and organic content creation.
Stratégy
Immersive boreal concept: transform an urban venue into a wintery, boreal setting reflecting the natural environment of Québec’s wild blueberry.
Fluid programming: balance tasting, conversation, discovery and content creation opportunities.
Targeted guest selection based on credibility and amplification potential.
Results
Just two weeks after the event, more than 96 mentions had been recorded across social media and media outlets, generating a potential reach of 2,169,407 impressions.
On social media alone, 94 posts were published, generating a potential reach of 1,827,407 impressions.
From a media relations perspective, the popular magazine Châtelaine featured the delicious recipe for honey cheesecake with wild blueberry compote on its website and in its newsletter, generating a total of 342,000 impressions.
We can also anticipate four additional media mentions in the coming weeks, which are expected to generate an additional 1,855,000 impressions.
Highlights
Content volume:
94 posts recorded
Impressions (views): 1,827,407
Reach (number of followers): 848,697
100% of influencers published content
86.2% of the content was published on Instagram
Format distribution:
70.2% of the content was published as stories
23.4% of the content was published as photos
6.4% of the content was published as videos (Reels or TikTok)
Credits
Client | Les Producteurs de bleuets sauvages du Québec
For the launch of its Spring 2026 collection, Hyba aimed to build on the success of the 2025 event while elevating the experience. The ambition was clear: to create a distinctive moment rooted in wellness and movement, driven by a strong technological scenography.
Designed to support active women in their everyday movement, the collection deserved to be experienced rather than simply presented. Franchir therefore developed a custom activation at Oasis Immersion, where visual projections, immersive soundscapes and enveloping staging amplified the physical experience.
The event needed not only to captivate from an experiential standpoint, but also to generate a strong volume of organic content, maximize impressions and position Hyba as a brand that innovates in the way it connects with its community.
Objectives
Introduce the Spring 2026 collection within a distinctive, immersive and technology-driven setting.
Build a strong connection between the brand, media and content creators.
Have the guests test the garments in action to demonstrate comfort and performance.
Increase social posting compared to the Spring 2025 launch event.
Maximize impressions and the media value generated.
Strategy
Targeted guest selection: Invitation of 14 content creators and 6 media representatives, chosen for their credibility and amplification potential.
Immersive concept: A fit core class within a technology-driven environment at Oasis Immersion, integrating visual projections and a sensory atmosphere.
Product in real-life context: Guests wore the new collection during the workout, directly testing the garments in motion.
High-impact setting: Selection of a visually striking venue to maximize photo and video impact, encouraging the creation of Stories and Reels.
Seamless programming: A balanced flow between physical activity, collection discovery, networking moments and content opportunities.
Compared to 2025, the experience was designed to increase the proportion of permanent posts and boost impressions per attendee.
Results
20 attendees, including:
14 content creators
6 media representatives
55 pieces of content generated, including:
83.63% Stories
16.37% posts
Publication rate:
95% of invited guests shared content.
Total estimated impressions: 1,410,000
1.63 million video views
875 engagements:
101 comments
752 likes
22 share
Participation comparison 2025 vs. 2026: A 25.96% increase in average impressions per participant between 2025 and 2026. Significant increase in individual performance and publication rate.
(Data drawn from visibility reports and Stellar 2026)
In november 2025, GKC marked its 65th anniversary with a signature event that represented a pivotal moment in its history. Beyond the celebration itself, the firm seized the opportunity to inaugurate its new offices, pay tribute to three emblematic partners stepping into retirement, and spotlight a new generation of leaders poised to carry GKC’s vision forward across Canada and the United States.
Franchir was mandated to imagine, plan, and deliver a turnkey event that reflected both the strategic positioning and the deeply human values at the core of GKC.
Objectives
01
Deliver a memorable celebration event that reflects GKC’s stature, history, and expertise.
02
Highlight the generational transition and clearly position the next generation of leaders and the new executive team.
03
Strengthen employee engagement while reinforcing trust-based relationships with clients and partners.
Strategy
Create a strong, meaningful concept capable of embodying both the legacy of the past 65 years and the momentum toward the future.
Develop a unifying theme, light, as a symbol of transmission, continuity, and renewal.
Design an immersive and elegant scenography, using light as a guiding thread throughout the speeches, the set design, and the guest journey.
Structure a powerful ceremonial moment centered on the symbolic handover between emeritus partners and the new generation of partners.
Deliver a seamless, human-centered event experience that highlights the people behind the firm, beyond titles and achievements.
Concept
Light, the guiding thread of the evening, symbolized the transmission between generations of partners. It evoked both the founders’ legacy, the firm’s stability, and the renewed energy carried by the next generation. Through a thoughtful use of lighting and powerful symbolic moments, the event told a story: that of a strong firm looking ahead, just beginning a new chapter in its North American growth.
Evening flow
Welcome of guests in a warm, contemporary light-filled atmosphere.
Cocktail reception and networking in the heart of the new offices.
Speeches and ceremonial moment featuring the symbolic passing of the light.
Immersive tour of the spaces, highlighting the new partners through an artistic installation.
Signature gourmet moment featuring a dessert stunt by Rhubarbe Pâtisserie.
Closing of the evening and presentation of a commemorative gift.
Results
The event made it possible to:
Mark GKC’s 65th anniversary in a memorable way.
Clarify and humanize the generational transition for key stakeholders.
Strengthen internal cohesion and foster a strong sense of pride among teams.
Position the new leadership team as the bearer of an ambitious, structured vision for the future.
The evening was praised for the strong coherence between the concept, the messaging, and the lived experience, leaving a lasting impression on guests.
Key Highlights
A powerful symbolic handover ceremony, combining light, emblematic objects, and personal storytelling.
An elegant, highly photogenic scenography, true to GKC’s architectural DNA.
A signature gourmet moment orchestrated by Rhubarbe.
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