Catégorie: Influencer relations

Reitmans, Secret Society and Sorority

6 November 2025

Context

To present Reitmans’ Fall 2025 collection, Franchir was tasked with ensuring the visibility of the new arrivals while positioning the brand with an Inspired Styler audience. By combining the agency’s experiential event expertise and Reitmans’ in-house public relations, Franchir produced a highly successful event.

Content creators and media personalities gathered for an exclusive 5 à 7 in a warm and mysterious setting, enhanced by the venue’s discreet charm that created a wow effect. Over drinks, bites, and a fashion quiz, guests discovered the fall collection alongside the Reitmans marketing team — the perfect mix for authentic, preppy content creation reflecting the spirit of the collection.

Objectivs

Raise awareness and inspire love for Reitmans’ fall collection — celebrated for its preppy and elegant style — as well as for the brand as a whole.

Create a sense of belonging
and sorority among guests, fostering a warm atmosphere and a feeling of exclusivity.

Focus on details
and key material elements to create a unique environment conducive to content creation and the discovery of the collection.

Strategy

Proximity strategy

To honor the fall collection — as preppy as it is chic — we created a mysterious and exclusive atmosphere. Guests were first invited with a card containing only the essential information to attend the event. Among these details was a clear instruction: to wear a Reitmans shirt that would be sent to their home, styled however they wished. As the guests arrived, the Reitmans Secret Society came to life — each look unique, yet part of a cohesive whole.

To host this secret society, what better place than a secluded venue hidden from prying eyes? The lounge adjacent to the private wine cellar at Le Parloir in Montreal was the perfect setting. With its intimate ambiance, impressive bar, and inviting spaces, everything was in place for a flawless evening. Guests also took part in a team fashion and industry quiz — martinis in hand.

Attention to detail

Costumized buttons featuring the collection’s crest, custom-made furniture to showcase the clothing, a soft and cozy ambiance — every detail was carefully considered to create a sense of belonging and sisterhood. We turned the Reitmans Secret Society into an exclusive yet accessible club.

Results

In total, more than 50 people were invited to the evening event on September 16. The 26 attendees all wore the blue striped shirt gifted by Reitmans, each styled in their own unique way.

A total of 77 mentions of the event appeared on guests’ social media accounts, generating 1,167,832 organic impressions. In addition, every guest shared their appreciation for the evening — whether for the photos taken with friends, the fun fashion quiz, or, of course, the discovery of the new collection.

Highlights

  • 16 content creators in attendance
  • 10 stylists and fashion media representatives present
  • 24 guests shared organic content on their social media, totaling 77 mentions
  • 1,167,832 total impressions

Credits

Client | Reitmans

Event ideation and management | Franchir

Media and content creator relations | Franchir

Why is sending packages important in influencer marketing?

11 August 2025

introduction

For a successful experience, there’s an entire process to follow. From the shape of the packaging to the colors of the stationery, every element is carefully chosen to capture the essence of each brand.

Our role in this process is to understand a brand’s needs and strengths, and to propose a creative concept that will inspire content creators to share their experience with their community.

The goal of a creative package is to deliver an experience that is surprising, simple, and true to the brand for the person receiving it.

Naturally, content creators are selected based on their compatibility with the brand — both in terms of personality and type of content.

This kind of mailing also creates an element of surprise, both for the creator receiving it and for their audience. The excitement around receiving the package often sparks curiosity about the brand.

objectives

  • Increase brand and product awareness through an original campaign
  • Create a package that aligns with the brand and its products
  • Deliver a brand-worthy experience through a creative, tailor-made tool
  • Encourage smooth, natural content creation for all content creators, regardless of their audience

strategy

Today, one thing is certain: every brand wants to stand out from its competitors and win the hearts of consumers.

To capture attention, you need to be original, creative, authentic — in short… you need to think outside the box! This is exactly what lies at the heart of the strategy behind creating creative packages.

At Franchir, we take the time to listen to each client’s needs and objectives to ensure every element of the package reflects their requests and expectations.

For the campaign with tomaté!, we drew on the brand’s colorful DNA and designed a playful package that highlighted the quality of its so-called ancestral greenhouse tomatoes.

The cooler bags created for Super C were designed to keep food fresh while providing a turnkey experience for content creators.

For Olymel, we chose to approach the brand experience differently by including a BBQ-scented candle along with brand-new products.

This way of surprising recipients and bringing the brand to life sparks conversation in a unique way — all while staying true to its values.

Résutlats

tomaté!

  • All packages (11 in total) resulted in stories shares.
  • Four creators posted on their feed — three organic posts and one sponsored post.

Super C

  • 18 cooler bags were sent.
  • In total, three paid content creators posted a video, and seven out of 15 creators shared a story organically.

Olymel

  • The package deliveries generated 14 stories from content creators, plus one post and one reel from one of them.
  • In total, the potential reach of these mailings was over 296,000 people.

highlights

The content creators who received tomaté! packages all shared organic stories.

For Super C, nearly half of the creators posted stories, also organically.

Finally, for Olymel, feedback from content creators was unanimous: they all enjoyed their experience with the products they received.

In each case, the posts were shared spontaneously — clear proof that the package, the product, and the brand truly resonated with their target audience.

credits

CLIENTS | tomaté!, Super C et Olymel
CREATION / CONCEPTION | Franchir

tomaté!: A Creative Gift Box with Unique Roots

11 August 2025

Introduction

tomaté! is the brainchild of Judith and Dominic Lussier, a visionary couple driven by their passion for genuine, authentic flavor. For years, they have cultivated and shared the richness of original, ancestral-type tomatoes, with meticulous attention to product quality.

To showcase this distinctive world, Franchir was tasked with creating vibrant, colorful gift boxes for influencers and journalists across Quebec. Drawing inspiration from makeup gift sets, Franchir designed boxes that reflect tomaté!’s visual identity and core values: simplicity, indulgence, family, and creativity.

These boxes celebrate the joy of the table through an accessible, interactive, and flavorful experience.

With its playful, warm approach, the brand naturally resonates with moms, foodie content creators, and entrepreneurs — a choice that is as strategic as it is authentic.

Objectives

  • Position tomaté! as a leading reference for greenhouse tomatoes in Quebec
  • Educate consumers on the quality and authenticity of the original tomatoes grown by tomaté!
  • Share the company’s story and values (sustainable farming, local production, family tradition)
  • Encourage influencers to talk about tomaté! and create social media content to boost visibility and inspire target audiences to consider the brand

strategy

The packaging, both colorful and playful, reflects the brand’s visual identity without ever detracting from the product itself.
Its clean design highlights the tomato in its simplest form, allowing its unique flavor to take center stage.

On top of the box, an accordion-style brochure introduces different aspects of the tomaté! universe: the company’s story, its mission, an overview of the tomato varieties included in the box, and recipe suggestions to showcase them. It’s a clear, engaging, and mouthwatering way to share the richness of the product.

The entire package offers a turnkey experience for content creators, allowing them to immerse themselves in the tomaté! brand — from greenhouse to plate.

Results

All 11 recipients of a tomaté! package shared at least one story on their account — entirely organically. A vibrant delivery that captured attention, sparked curiosity, and inspired sharing.

Content creator @1ou2cocktails was so taken with the experience that she posted a 100% organic video featuring a cocktail recipe perfectly paired with a tomaté! basil and mozzarella salad.

This high level of participation, without any paid partnership, shows genuine interest in the product.

This creative gift box campaign told the tomaté! story in an original way — without compromising on fun or storytelling.

Because doing things differently also means daring to blend worlds to create something truly memorable.

credits

CLIENT | tomaté!
CONCEPTION / CREATION | Franchir
PHOTOS | Clara-Charlotte Filion

A Bone-A-Fide Launch for Olymel

10 June 2025

introduction

In April 2025, Franchir teamed up with Olymel to create a signature event celebrating the brand’s refreshed positioning. New products, culinary innovations, and the expertise of Olymel’s specialists took center stage—highlighting the company’s local pride and the quality and flavor of its pork offerings.

To mark the launch, Olymel brought together media and content creators for a hands-on cooking workshop led by corporate chef Marc Laroche and orchestrated by the Franchir team. Guests—well-known figures from the lifestyle and foodie scenes—came together for an event that was truly Bon à l’os

Objectives

  • Showcase Olymel’s new products, including the T-bone pork chop and chimichurri pork flank steak.
  • Demonstrate how to cook Olymel products to their full potential.
  • Create a highly Instagrammable experience!
  • Put up an event that felt both grand and intimate.

Gameplan

  • Bring together media and content creators to unveil Olymel’s latest innovations and new products, including the T-bone and chimichurri pork flank steak.
  • Engage select foodie and lifestyle creators to ensure high-quality content on social media and reach diverse target audiences.
  • Introduce the Olymel team behind the new products and showcase various cooking and preparation techniques for the new pork cuts, guided by corporate chef Marc Laroche.
  • Extend the Olymel experience at home: guests left with a curated gift box featuring Olymel products, easy and delicious recipes, and a custom BBQ-scented candle.
  • Distribute a press release to media outlets, particularly in lifestyle, food, agri-food, and business sections, to amplify the reach of the announcement.
  • Deliver gift boxes to additional relevant content creators in the days following the event.

results

  • The combined public relations and social media visibility efforts generated over 11,232,260 total impressions.
  • There were 109 media mentions, including coverage in L’actualité Alimentaire, Noovo moi, La Terre de chez nous, Samy Rabbat, La Presse, Magazine 7 Jours, and more.
  • In total, 8,109,357 impressions were recorded across local and national media.
  • On social media, the influencer campaign generated 3,122,903 potential impressions.

Credits

Client | Olymel

Public relations and experiential event | Franchir

Cooking workshop | Ateliers & Saveurs

Photography | Elizabeth Gartside

Magasine ta solution : l’impact d’un pop-up engagé!

1 May 2025

Introduction

Dans un contexte de transition écologique, Concertation Montréal (CMTL) souhaitait sensibiliser les citoyen·ne·s aux effets de la surconsommation de vêtements et offrir des solutions concrètes et engageantes pour la réduire. L’événement éphémère combinait activités pratiques en continu accompagnées par des expert·e·s sur place et la mise en scène d’un univers mode responsable.

Objectifs

  • Positionner CMTL comme le leader québécois de la gouvernance et de la vie démocratique en misant sur les initiatives qu’elle déploie et ses actions concrètes pour la société.
  • Démontrer comment CMTL conjuge participation et consultation dans la transition écologique en misant sur une initiative comme Magasine ta solution!
  • Miser sur les données pour démontrer l’impact de nos comportements d’achats et miser sur les professionnel·le·s présents à l’événement et les activités interactives pour inciter les gens à se déplacer.
  • Inciter les médias et influenceur·euse·s à parler positivement de CMTL et de l’initiative Magasine ta solution!
  • Inciter les médias et influenceur·euse·s à participer à l’événement de lancement, devenir des ambassadeur·drice·s naturel·le·s et par ricochet, inciter les cibles à changer de comportement d’achat et de consommation afin de réduire l’empreinte environnementale de la consommation vestimentaire.

PLAN DE MATCH / STRATÉGIE

  • Déploiement d’une stratégie de relations de presse proactive ciblant les grands médias québécois.
  • Mise en place d’un événement de lancement avec expérience immersive (ateliers de réparation, rencontres avec expert·e·s).
  • Sélection et coordination d’influenceur·euse·s locaux pour relayer les messages-clés.
  • Valorisation des porte-paroles par la création d’opportunités d’entrevues médiatiques.
  • Mesure de performance via l’outil PEM (points d’évaluation média).

RÉSULTATS

  • 13 230 157 impressions totales (médias et influenceur·euse·s)
  • 26 mentions médiatiques dont Le Devoir, La Presse, Journal de Montréal, Noovo Moi, Elle Québec
  • 7 entrevues réalisées avec des porte-paroles
  • 215 443 impressions générées par le volet influence

Crédits

Client | Concertation Montréal

Collaboration | Le Magasin Chaînon, Cominar

Agence de relations publiques | Franchir

Hyba: Starting the Year with Comfort and Movement

2 April 2025

Introduction

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.

Results

23 attendees, including:

  • 9 journalists (Noovo Moi, Véro Magazine, Châtelaine, etc.)
  • 12 content creators
  • 2 stylists

70 pieces of content generated, including:

  • 65.6% stories
  • 15.6% TikTok videos
  • 12.5% reels
  • 6.3% photos

Publication rate: 73.91% of guests shared content

Estimated total impressions: 1,287,385

CREDITS

Public relations & event production | Franchir
Harpist | Cécile Delage
Photographer | Elizabeth Gartside

TEL-JEUNES | 2024 Visibility Report

20 March 2025

INTRODUCTION

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.

  1. Implementation of proactive press relations initiatives throughout the year to support Tel-jeunes’ communication strategy and strengthen its positioning as an expert.
  2. Launch of the 2024 Ambassador Program, including the selection and management of six content creators approved by Tel-jeunes’ youth committee.
  3. Design, production, and coordination of a province-wide tour in October 2024 to connect with young people across Quebec: La Tournée Tj
  4. 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
  • 38.6% of mentions were on the radio
  • 38.2% of mentions were in national media

Reitmans’ bold turn!

7 December 2023

On September 13, Reitmans unveiled its fall 2023 collection, featuring colourful ensembles and casual garments designed to enhance one’s stylish personal and professional life.

Mandate

To mark the occasion and acknowledge its Quebec roots, the brand wished to tap into the province’s media outlets, influencers and stylists, and invite them to the unveiling of its new collection on the terrace of the Grande Roue de Montréal in the city’s Old Port.


FRANCHIR was responsible for the turnkey management and organization of the entire event and its public relations.

Objectives

01 – Position Reitmans as the fashion destination for inspired and inspiring women, by focusing on the flagship products of its new fall 2023 collection in the Quebec market.

02 – Demonstrate the values and personality of Reitmans in the lives of its target audience by emphasizing its comfortable on-trend options, wide range of sizes and affordable pricing.

03 – Encourage Quebec’s traditional and digital media outlets to report on Reitmans in the short and long term, as well as enable the creation of influencer content to increase visibility on social networks on behalf of our guests.

Strategy

01 – Build momentum with the new collection, making it possible to reconnect Reitmans with Quebec media and influencers by focusing on what truly sets the brand apart: its heritage, approach to fashion and trendy products.

02 – Capitalize on the novelty factor and flagship products from the fall collection, with their modern lines and bright colours, to maximize reach (awareness) through traditional as well as new media (blogs/lifestyle news sites/content creators).

03 – Tell the Reitmans story and how the brand has evolved over nearly a century, from a women’s boutique on Montreal’s Saint-Laurent Boulevard to one of the country’s largest women’s specialty retailers.

04 – Organise a fun, Reitmans-themed event in keeping with its advertising campaign, during which media and content creators could get acquainted with or rediscover the brand while enjoying privileged access to the women at the company’s helm.

05 –  Treat guests to the Reitmans experience by offering them a gift card prior to the event, thus enabling them to show their brightest colours.

Results

Supported by public relations, Reitmans generated 16 mentions in Quebec media and 70 mentions on social networks, spotlighting the launch event and the new fall 2023 collection.

The entire campaign generated a total of 6,459,342 confirmed impressions from both influencers and media.

A great deal of content was created on social media on the night of the event, both by content creators as well as the media in attendance (Magazine Véro, ELLE Québec, Billie, Clin d’œil). After the event, new mentions poured in from the media.

Medias highlights 

. 16 recorded mentions
. 5,323,400 total impressions
. 100% of mentions included an image
. 100% of mentions referred at least once to key messages
. 83.3% of mentions redirected to the Reitmans website

Content creation

. 70 recorded mentions on social networks
. 1,135,942 total impressions
. 63% of mentions were stories
. 18.5% of mentions were reels
. 18.5% of mentions were photos

Noteworthy

Audrey Simard, makeover artist to the stars, shone on the red carpet at the 38th Prix Gémeaux Gala, wearing a colourful outfit from Reitmans’ new fall 2023 collection, thanks to a gift card offered in the lead-up to the event. 

Crédits

CLIENT | Reitmans

PUBLIC RELATIONS AND EVENT | Franchir