Alloprof, always there to support Québec’s students, parents, and teachers!

Contex

For the 2025 back-to-school season, Alloprof mandated Franchir to highlight its role as an ally and key educational resource for three specific audiences in Québec:

High school students
Parents of elementary and high school students
Teachers

After an in-depth analysis of these audiences, Franchir proposed a comprehensive campaign integrating public relations, influencer marketing, and media placement. A great challenge—each audience required a personalized approach tailored to its needs and habits.

Colorful ads aligned with Alloprof’s brand, toolkits, and unconventional influencer messaging helped us reach audiences by speaking their language.

Public relations were leveraged to deliver key messages: supporting parents in their child’s learning journey, and providing teachers with a selection of tools to start the school year on the right foot.

In influencer marketing, creators were selected to project a sense of group spirit and mutual support, encouraging young people to turn to Alloprof during team projects or individual study sessions.

Objectives

Position Alloprof as Québec’s academic success ally, helping to lighten the load for parents from the very start of the school year thanks to its tools such as online exercises, educational games, and live chat with a teacher.

Embed Alloprof into the daily routine of students, parents, and teachers so that using its tools becomes second nature for each of them.

Strategy

In order to reach the target audiences identified by Alloprof, various methods were deployed throughout this major campaign.

For our student audience, we partnered with four popular Québec content creators who frequently collaborate with one another. Marie-Anne Farley, Gabriel Gagnon, Aly Brassard, and Shahin Ouest helped establish a sense of community around Alloprof.

This approach allowed us to reach their audiences authentically and integrate more naturally into their usual content.

The collaborative aspect and group spirit promoted through these partnerships enabled us to connect with each creator’s audience in an authentic way and fit seamlessly within their typical creative universe.

Across four videos published on social media, the creators shared engaging, entertaining content highlighting the wide range of resources Alloprof offers to support students throughout the school year.

Parents, meanwhile, were proactively reached through regional and national media outlets.

The strategy also included elevating spokespersons through targeted interview opportunities and leveraging key data and statistics to demonstrate Alloprof’s concrete impact on students, parents, and the broader educational ecosystem.

The messages encouraged parents to (re)discover Alloprof’s resources to support their children with homework—or to lighten their load by using fun learning tools that foster greater autonomy.

Finally, teachers were introduced to helpful new resources and invited to download a dedicated toolkit via Québec podcasts, specialized Facebook groups, and press articles.

Results

The back-to-school campaign achieved widespread visibility across the web, social media, podcasts, and traditional media. In total, 34 million impressions were generated across the campaign’s three components—far exceeding the initial objectives.

Media placement allowed us to reach Alloprof’s three priority audiences through a variety of formats: audio messages, as well as static and animated visual ads.

On the public relations front, our initiatives secured mentions in several well-known traditional media outlets. Through the podcast seeding approach, hosts discussed Alloprof’s featured back-to-school tool, and that same resource was shared in seven relevant Facebook groups, generating 210,360 potential impressions.

Finally, in influencer marketing, the four content creators published collaborative content spotlighting Alloprof’s services and tools available to students. This campaign component alone generated 1,316,400 impressions.