A child’s first cell phone plan is an issue that raises many questions for parents – whether it’s about data usage, security, or just about the general use of a mobile device.
In this context,Vidéotron was looking to promote their Family Plan to parents.
Made in chose to bet on 5 influencer moms who surveyed their communities to learn their opinion on the subject. The production of eminently dynamic content – mainly videos – in which the influencers share their opinions / experience and challenge their subscribers has proved not only very visible but above all engaging. Moms were quick to answer and shared their own experiences.
The 20 surveys carried out generated an average engagement rate of 5%. This made it possible to begin phase 2 by presenting the survey results and then transitioning into the Videotron offer, which fit naturally into these segments.
Media amplification helped reach a broader target through different investments. It also extended the visibility of the Family Plan campaign by reaching potential clients who were not part of any influencer communities. Thanks to the media amplification of contents, Made in was able to increase the reach of the campaign by 23%.
