To launch its Spring 2025 collection, Hyba embraced a unique and inclusive approach. Designed to inspire movement and spark moments of well-being, the collection was unveiled during an event at Studio Milan, where journalists, stylists, and content creators were invited to experience an aerial yoga session while immersing themselves in the brand’s world. Franchir orchestrated this gathering with a focus on authenticity, experience, and human connection.
OBJECTIVES
Introduce the Spring 2025 collection in an experiential and memorable setting.
Create a direct connection between the brand, journalists, and content creators.
Generate organic social media posts.
Provide exclusive access to the design team behind the collection and the leadership team at Reitmans/Hyba.
Strategy
Targeted guest list: Over forty individuals approached, including fashion journalists, stylists, and content creators.
Immersive concept: An aerial yoga evening set in a calming, inspiring space, with a live harpist providing the soundtrack.
Create a wow effect: Offer a unique activity to spark guests’ curiosity and take them out of their comfort zone.
Key connections: Exclusive access to Hyba’s design team and Reitmans’ leadership.
Logistical incentives: Strategic timing (Tuesday evening), short event duration, and Uber codes provided for transportation in Old Montreal.
For nearly 35 years, Tel-jeunes has been there for Quebec teens, guiding them through their discoveries, first experiences, questions, and challenges by providing an environment tailored to their real needs.
With the significant evolution of the philanthropic sector in recent years, nonprofit organizations like Tel-jeunes must now more than ever communicate their initiatives to showcase their impact, generate support, and maintain an active role in the lives of their target audiences.
In this context, the organization turned to Franchir’s expertise to integrate a strategic public relations component into its communication efforts. This collaboration aims to strengthen Tel-jeunes’ positioning as a key reference and trusted ally for teens in the public sphere.
OBJECTIVES
NOTORIETY Position Tel-jeunes among 12-17-year-olds as the expert in help-seeking and a trusted ally for teenagers in Quebec, while raising awareness among both young people and their support network about the services offered.
ENGAGEMENT Showcase Tel-jeunes’ expertise and highlight the organization’s contribution to the teen cause, particularly by leveraging its knowledge to inform, implement initiatives, and demonstrate its concrete commitment to youth.
LOYALTY Encourage media and influencers to speak positively about Tel-jeunes and proactively seek its expertise to deepen discussions on youth mental health issues. As a result, increase grants and support for Tel-jeunes’ initiatives while encouraging 12-17-year-olds to use its services.
GAME PLAN | STRATEGY
To achieve these objectives, Franchir developed and implemented a strategy based on four key pillars.
Implementation of proactive press relations initiatives throughout the year to support Tel-jeunes’ communication strategy and strengthen its positioning as an expert.
Launch of the 2024 Ambassador Program, including the selection and management of six content creators approved by Tel-jeunes’ youth committee.
Design, production, and coordination of a province-wide tour in October 2024 to connect with young people across Quebec: La Tournée Tj
Establishment of media monitoring to build public affairs intelligence and respond when relevant.
RESULTS
With the support of public relations, Tel-jeunes generated 1,364 confirmed media mentions in Quebec in 2024, highlighting the organization or one of its spokespersons and key messages, including prevention, mental health, education, sexuality, youth, and support services for parents.
These initiatives resulted in a total of 268,023,262 impressions, making it a resounding success!
HIGHLIGHTS
1,364 media mentions
268,023,262 total impressions
28.7% of mentions cited a spokesperson
90.68% of mentions included at least one key message
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