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.
Following the success of India Rosa restaurants and the cocktail bar Mlle Rosa, the Sandhu family introduces another standout destination with Héritaj, nestled in the heart of Old Montreal. More than just a restaurant, Héritaj is a place where the refinement of French cuisine meets the boldness of Indian flavors. To mark the opening of this unique venue, Franchir implemented a multichannel visibility strategy, leveraging traditional media, influencers, and digital platforms to position Héritaj as a must-visit on Montreal’s culinary scene.
OBJECTIVES
Generate awareness through media, social networks, and influencers.
Encourage target audiences to visit the venue and recommend it to their community.
Position Héritaj as a new culinary landmark in Old Montreal.
Highlight the restaurant’s distinctive offering: Chef Arnaud Glay’s expertise and his Indo-French fusion cuisine, refined decor, unique concept, and ambiance.
GAME PLAN / STRATEGY
The public relations campaign was structured in three phases:
Before the opening
Targeted invitations sent to media, content creators, and public figures
Selection of profiles from the culinary, lifestyle, and even beauty sectors to maximize reach and diversify the content generated
During the event
Opening night in a 5 à 7 format: meet-and-greet with the owners, menu tasting, and venue tour
On-site creation of Stories, Reels, and TikToks
After the opening
Press release sent to specialized media (lifestyle, food, design, business)
Personalized follow-ups to ensure media coverage
RESULTS
Overall visibility
8,131,402 total impressions
6,825,000 impressions in traditional media (local and national)
1,306,402 impressions generated by influencer content
Media coverage
24 confirmed media mentions, including: La Presse, Le Devoir, Noovo Moi, Silo57, Restomontreal, The Main, and more
90% of mentions included an image
100% included a link to the website
1 interview with La Presse
Influencer content
Over 40 influencers attended the event
Estimated reach of 1,306,402 impressions through Stories, Reels, and TikTok
An average of 3 Stories per influencer
18 Instagram Reels and 1 TikTok published
HIGHLIGHTS
8,131,402 total impressions
24 media mentions, 100% of which included a link to the website
Over 40 influencers attended the event, resulting in strong engagement from Montreal’s foodie and lifestyle communities
An average of 3 stories per person, all referencing Héritaj’s social media, for an estimated reach of 1,306,402 impressions across social platforms
A largely positive tone across mentions, highlighting the quality of service, culinary experience, and refined decor
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
In December 2024, Franchir was commissioned by Quebec-based boot and footwear manufacturer Kamik to design and produce an original stunt for the launch of its “Rue Barrée” boot, a limited edition of the Tundra, paying tribute to Montreal. Franchir’s mandate covered everything from ideation to production and execution of the stunt, including:
Artistic direction of the activation.
Design, creation, and production of the video and decorative/functional elements.
Recruitment and management of ambassadors.
Planning the logistics surrounding the shoot (transportation, handling, etc.).
Objectives
The three objectives identified by our client, which we focused on, were as follows:
Create buzz in the streets of Montreal and draw attention to the product.
Encourage Montreal pedestrians and online users to visit www.kamik.com to shop online.
Showcase Kamik as an original and distinctive brand.
Strategy / Gameplan
On December 3, 2024, Kamik deployed a branded vehicle and a team of 10 ambassadors to create buzz in the streets of Montreal and introduce its new limited-edition product. We designed a stunt that captured attention and piqued curiosity with a dynamic, comedic, and unapologetically bold performance that aligned perfectly with the identified objectives.
On the ground, once the attention of passersby was captured, an ambassador invited them to join the protest in exchange for an exclusive pair of boots. The protest, staged at various construction sites and iconic Montreal locations, was also filmed in preparation for the official product launch on social media, scheduled a few days later.
The signs carried by the protesters featured the completely absurd slogan, “Rue Barrée,” alongside a QR code directing viewers to the product page on www.kamik.com.
When the video was launched, the strategy focused on targeting specific media outlets to amplify the stunt’s reach beyond Kamik’s community. Without a doubt, THE highlight of this media outreach was Franchir’s successful effort to have Jean-René Dufort present a pair of Tundra MTL boots to Valérie Plante on the year-end episode of Infoman.
Results
It’s safe to say the street stunt brought smiles and reactions from all passersby during the various protests. Over 20 pairs of boots were distributed, much to the delight of the recipients, who shared only positive feedback about the product.
Following the release of the video online, it garnered nearly 13,000 views across Instagram, Facebook, and LinkedIn. On Instagram alone, the post reached close to 5,000 accounts, 70.3% of which were not already following Kamik’s account.
Between December 3 and December 30, the Tundra MTL boots ranked as the 26th and 27th best-selling products for men and women, respectively.
As for the appearance of the Tundra MTL on Infoman’s year-in-review episode, which aired on December 31, 2024, an audience of 2,422,000 viewers watched the broadcast live, all of whom were exposed to the product gifted to Valérie Plante at the end of the show.
In the two weeks following the broadcast, the Tundra MTL rose to become the 3rd best-selling product on kamik.com, both in terms of sales volume and units sold. Approximately 6,200 visitors explored the product-related pages, with 50% of total sales occurring after the Infoman appearance. Notably, one-third of these sales took place between December 31 and January 2.
Highlights
Nearly 100 people were engaged on-site during the filming.
Over 20 pairs of boots were handed out to passersby during the street stunt.
The video garnered nearly 13,000 views across various platforms after its release.
Approximately 5,000 accounts were reached on Instagram alone, 70.3% of which were new to Kamik’s profile.
2,422,000 viewers were exposed to the product during the live broadcast of Infoman’s 2024 year-in-review.
The Tundra MTL climbed to 3rd best seller following its feature on Infoman.
6,200 visitors explored the Tundra MTL product pages.
50% of total sales occurred after the Infoman broadcast, with one-third taking place between December 31 and January 2.
Credits
Client | Kamik – Sophie Ohayon, Taline Djourian, and Marine Foucat
Ideation, Production, and Media Relations | Franchir
Following a family succession process, the multidisciplinary and integrated design firm, Signature Design Communication (SDC), has embarked on a rebranding journey, placing people at the core of its positioning.
Mandate
Thus, as of February 2024, SDC has become PXP to emphasize two essential components of its service offering: People and Places (PXP).
For this milestone, PXP enlisted the services of the agency Franchir to support them in amplifying this strategic shift, including public relations efforts. This report aims to present the visibility outcomes resulting from this media campaign.
Objectives
Primary Objective Position PXP as the go-to partner for enhancing urban and public experiences for communities.
Showcase PXP’s added value by highlighting its expertise while demonstrating a value system, know-how, and interpersonal skills that resonate with target audiences. Share the company’s recent successes by focusing on the people behind PXP, particularly emphasizing the family succession led by Vincent.
Encourage target audiences to talk about PXP, especially within interest communities, media outlets, and the business ecosystem. As a ripple effect, encourage target audiences to consider PXP in RFPs, thereby increasing sales and supporting sustainable growth.
Results
With the support of public relations efforts, PXP secured 11 confirmed media mentions and 3 upcoming features in Quebec media, highlighting its new positioning and the family business succession. The entire campaign generated a total of 4,378,000 impressions, marking a significant success.
100% of the mentions were neutral or positive in tone.
14 confirmed media mentions.
More than 4,400,000 total impressions.
1 interview conducted by the spokesperson.
85.7% of the mentions included an image.
100% of the mentions featured at least one key message.
90.9% of the mentions named the spokesperson.
Credits
CLIENT | PXP PUBLIC AND MEDIA RELATIONS | Franchir
For over 30 years, Intersand has been dedicated to developing the best products using best practices to ensure a long and healthy life for our pets.
Franchir was entrusted by Intersand to increase awareness of one of its products, OdourLock MaxCare litter. The mandate involved raising public awareness and informing them about the features and benefits of this innovative product, which incorporates patented Blücare technology to detect potential health issues in cats.
A two-phase influencer marketing strategy was implemented. During the first phase, press kits were sent to influencers to spark initial interest and engagement.
This case study focuses on the second phase: an influencer marketing campaign designed to boost product awareness in Quebec and Ontario.
Objectives
Secure social media reach and maintain message control.
Amplify messages to maximize engagement and drive clicks to the website.
Create content for Intersand’s social media platforms.
Strategy
The strategy for this campaign was to collaborate with content creators who demonstrate unconditional love for their cats, naturally showcasing them on their platforms.
Influencers were invited to feature their cats in entertaining and authentic content that resonated with their communities. The goal was to highlight the various features of OdourLock MaxCare litter organically, focusing on its ability to detect health issues in an educational or humorous way.
The strategy combined the influencers’ creativity with a clear brief provided by Franchir, ensuring that the posts conveyed the campaign’s key messages in a natural, engaging, and effective manner. The content, including TikTok videos, Instagram Reels, and Stories, was carefully crafted to captivate the audience.
The influencer-created content was approved before publication and amplified by the brand once live. This approach allowed Intersand to reach a broader audience, connect with its target market, increase brand awareness, and remain top of mind.
Results
Global results
7,029,276 impressions
368,995 engagements
Cost per thousand impressions (CTI): $2.63
Average engagement rate: 5.25%
Ontario
Results for @HeyItsGingerAndPepper
6,807,876 impressions
365,730 engagements
CTI: $1.46
Average engagement rate: 5.37%
Quebec
Results for @GirlyAddict
154,400 impressions
2,682 engagements
CTI: $35.62
Average engagement rate: 2,2%
Results for @JulieMunger
67,300 impressions
2,682 engagements
CTI: $44.57
Average engagement rate: 1,1$
Highlights
The results speak for themselves: @HeyItsGingerAndPepper alone achieved 6,807,876 impressions, significantly reducing the campaign’s average cost per thousand impressions (CPM) to $2.63. For comparison, typical CPMs are often around $50. This campaign was, therefore, a massive success!
Qualitative Objectives Achieved:
Brand Recognition: OdourLock MaxCare and its Blücare technology benefited from strong brand recognition, with multiple mentions in the opening seconds of Reels and TikTok videos.
Key Messaging Delivered: The video format allowed the integration of key messages, highlighting product features and benefits. The product’s ease of use and effectiveness were well-demonstrated.
Entertaining Content Triumphs: In 2024, the most effective way to capture users’ attention is to stand out by entertaining them. Humorous content, enriched with storytelling, far outperforms purely promotional or educational content that simply delivers key campaign messages.
This approach not only conveys the key messages in a more engaging way but also creates memorable experiences that resonate deeply with the audience over time.
Launched in 2021 as a pilot project, DépistaFest returns stronger than ever in 2024 for its fourth edition. It is the first (and only!) major festival dedicated to STI testing in Quebec, aiming to open the dialogue around testing, fight stigma, and encourage healthy habits.
In 2024, DépistaFest is designed as a vibrant testing event and a collective celebration of all types of sexuality! The goal is to create a memorable experience while discussing sexual health and promoting the best testing solutions for everyone. As a large-scale awareness campaign, Club Sexu aims to position the DépistaFest website as the go-to resource for STI information in Quebec.
Objectives
Inform adultsfrom 18 to 34 about the importance of getting tested.
Position DépistaFest as the only major STI testing festival in Quebec.
Establish Club Sexu as a creative non-profit media outlet dedicated to education.
Tell a story to normalize and destigmatize testing, leveraging Club Sexu’s expertise.
Encourage media and social media platforms to speak positively about DépistaFest 2024, ultimately driving the target audience to get tested through initiative partners.
Strategy
Leverage data and statistics to highlight the importance of the event and challenge negative perceptions associated with testing.
Promote the DépistaFest website as the perfect tool for taking care of sexual health, emphasizing its user-friendly platform.
Collaborate with positive ambassadors and influencers to amplify key messages.
Results
With the support of public relations efforts, we secured 140 confirmed media mentions across Quebec. The tone of the publications and measurable mentions was positive, effectively relaying relevant information related to the announcement and key messages.
The entire campaign generated a total of 15,950,043 impressions, marking a significant success. The 2024 edition of DépistaFest achieved widespread visibility in Quebec media. The spokespersons amplified the campaign’s reach by participating in 27 interviews.
140 media mentions
15,950,043 total impressions
27 interviews conducted
Campaign efforts targeted both regional and provincial levels
For the 2nd edition of thePrintemps des Vins et Spiritueux de Miel du Québec, formerly known as the Semaine des Hydromels, the Association des producteurs d’hydromels et d’alcools de miel du Québec (APHAMQ) entrusted Franchir with the mandate to design and execute the public relations plan for the initiative.
The proposed strategy aimed to highlight the unique taste of honey-based alcoholic beverages and raise awareness about the importance of melliferous flowers, plants, trees, and shrubs for bees through the Fleurir le Québec movement. The 2024 edition also marked the launch of a new collective brand: Les Vins et Spiritueux de miel Québec.
The result: a targeted campaign and province-wide media coverage that showcased honey-based products and underscored the critical importance of protecting bees.
Objectives
Promote honey-based alcoholic beverages as part of awareness activities.
Raise awareness about the importance of providing melliferous flowers, plants, trees, and shrubs for bees, which are essential to their work.
Showcase APHAMQ’s active participation in initiatives aimed at enhancing bee ecosystems and supporting honey-based terroir production.
Position the APHAMQ as the leader in the professionalization of the industry.
Encourage media coverage of the Printemps des Vins et Spiritueux de Miel du Québec, the Fleurir le Québec movement, and honey-based alcoholic products.
Strategy
Franchir created a four-pronged strategy to attain the objectives mentioned above:
Emphasize the new elements, such as the new certification and the Fleurir le Québec movement, highlighting its objectives, the benefits of participation, and how to get involved.
Focus on regional differences by showcasing local producers to raise awareness among media about the variations in honey and production across regions. Deliver authentic messages and stories through local spokespersons, testimonials, and regional statistics.
Target news media, as well as local and food-focused outlets, to increase the visibility of the project, its goals, and the resources deployed by the APHAMQ.
Create opportunities for audiences to discover and taste honey-based products while meeting producers to better understand how floral diversity and seasonal changes influence production nuances.
Results
With the support of public relations efforts, the announcement of Vins et Spiritueux de miel du Québec garnered 118 confirmed media mentions across Quebec. The tone of the publications and measurable mentions was positive, effectively relaying relevant information about the announcement and key messages.
The entire campaign aimed at increasing visibility generated a total of 15,262,892 impressions, marking a significant success.
The 2024 edition of the Printemps des Vins et Spiritueux de miel du Québec achieved strong media coverage in Quebec. Spokespersons played a key role in amplifying the campaign’s reach by participating in 12 interviews, and they were mentioned in 75% of the coverage.
For the 11th edition of theDéfi 28 jours sans alcool, the Fondation Jean Lapointe entrusted Franchir with the task of rethinking public relations for its famous fund-raising campaign. To broaden the reach of the Défi, Franchir opted for a diversified offensive, optimizing the network of spokespersons with the intention of better representing social diversity and sharing a variety of stories. With the introduction of 8 carefully selected ambassadors, the message’s reach exploded.
Objectives
Position the Défi 28 jours sans alcool as a landmark fundraiser in Quebec.
Increase awareness and familiarity with Mr Jean Lapointe’s work (the Maison and the Fondation), the cause and its attributes.
Generate engagement and conversation around the Défi and the spokespersons and ambassadors, and raise awareness about addiction issues.
Generate consideration for the Défi, and in turn, donations and registrations.
Strategy
Increase the percentage of participant and team renewals.
Stimulate new registrations, motivate early registrants and raise awareness for the cause.
Leveraging sponsorship and registration in regions, raising awareness for the cause among participants and the general public, and stimulating regional involvement.
Results
With the support of public relations and media partners, Franchir generated 3,220 confirmed media mentions in 2024, highlighting the Défi 28 jours sans alcool and the Fondation Jean Lapointe‘s cause. This represents a 202% increase over 2023 results.
The entire operation generated an estimated 250,000,000 impressions, which was a real success.
The Ambassadors
To extend the reach of the Défi, the 2024 edition included the addition of 8 public personalities as ambassadors. They lent their voices to the campaign, giving 101 interviews and generating over 470,000 impressions on social networks. The entire program generated an average engagement rate of 6.91% – the average is usually 2% – which was a real success!
Mentions of the ambassadors
The Défi’s ambassadors and spokespersons are mentioned in 51% of the coverage.
Mentions in the media
53% of mentions contained the full phrase “Défi 28 jours sans alcool“.
Mentions by media type
In 2024, nearly 78% of mentions of the 28-Day Alcohol-Free Challenge were on the radio, thanks in particular to media partners Cogeco and RNC Media.
Print: 2% of mentions
Radio: 78% of mentions
Television: 5% of mentions
Web: 15% of mentions
Highlights
101 interviews given by one of the spokespersons or ambassadors
51% of mentions contained the name of a spokesperson or ambassador
53% of mentions contained the full phrase “Défi 28 jours sans alcool“
43% of mentions contained the name of the Fondation Jean Lapointe
78% of mentions of the Défi 28 jours sans alcool were on the radio
Is it possible to get tested for STIs and take pride in it? Club Sexu’s DépistaFest answered a resounding yes, and so did the media! This resulted in 57 media mentions and nearly 10M impressions.
Because getting tested should be a celebrated practice, Club Sexu launched DépistaFest in 2021 as a pilot project. It became Quebec’s only major sexually transmitted and blood-borne infection (STBBI) screening festival. The project aims to destigmatize and normalize routine screening, as well as encourage good sexual health practices, particularly among 18-to-35-year-olds.
This year, DépistaFest 2023 moved from words to action with its ambition of setting a collective record of 1,000 people who would take and self-report their STBBI screening appointments on the depistafest.ca website.
FRANCHIR was thus tasked with managing and carrying out the festival’s public relations, inviting all of Quebec to the same party: one that lets you safely get your kicks.
Objectives
01 – Position DépistaFest and Club Sexu as experts in positive and playful sexual health
02 – Sensitize 18-to-34-year-olds to the importance of regular screenings, as a way to normalize and destigmatize testing.
03 – Encourage influencers and the media to talk about Dépistafest 2023, and, in turn, motivate target audiences to take part in the collective screening record on its website.
Strategy
Our mandate was mainly focused on media relations.
01 – Build momentum via this record to sustain media relations before and after DépistaFest;
02 – Leverage the latest data on STIs in Quebec to underscore the importance of the event and of getting tested;
03 – Personalize our media relations, particularly at the regional level, and according to angles such as lifestyle or health and society, all thanks to exclusive angles;
04 – Highlight the community and collective aspect of the project by calling on a variety of spokespeople, selected according to opportunities.
Results
Supported by public relations, we generated 57 confirmed media mentions during the first two weeks of June , thus showcasing DépistaFest 2023 and Club Sexu’s mission.
The entire campaign generated a total of 8,945,400 impressions, surpassing our growth targets from the previous year.
Highlights
8,945,400 total impressions;
57 media mentions;
11 interviews with a spokesperson;
88% of mentions contained a spokesperson’s name;
100% of mentions referenced one of the key messages;
28% of mentions directed to the website (call-to-action);
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