An omnichannel campaign with on and offline touchpoints
Tamedia, the largest publishing group in Switzerland appointed SQLI for an innovative, new project. Eager to provide qualitative journalistic content to the younger generation at a lower cost, Tamedia launched the new “Youth” subscription for people aged between 18 and 24 years old, the so-called Generation Z, at the end of 2021.
“Youth”: A new digital subscription to “24 heures” and “La Tribune de Genève”, specially tailored to the needs and expectations of Gen Zers.
As we often hear, communication is key. This is even more the case when you want to address an audience so specific and so unique as the Generation Z. As pure digital natives, young people between 18 and 24 years old do not consume information as older generations do, and their preoccupations are certainly not the same.
So, how can we stimulate their curiosity and interest? Which channels should we use to be sure they get to see our message? It was clear that the whole campaign needed to have strong digital roots.
Bringing its expertise and know-how, SQLI worked closely with Tamedia, to first define the objectives of the campaign:
- Leverage awareness to promote 24 heures and La Tribune de Genève to 18-24 years old’s
- Develop a reading habit for these 2 titles publications with Gen Zers
- Create a communications concept for this audience
- Be a driving force for the development of new activation mechanisms
After finding out some of the issues that matter the most to this generation, it was decided to focus the campaign on 3 main topics:
- The environmental crisis
- The Covid-19 pandemic
- Everyday discrimination
By using strong and appealing key messages such as “Information is the greatest source of emancipation” and “I inform myself to act, to commit myself, to choose”, our goal is to place the 24 heures and La Tribune de Genève as reliable and affordable sources of information, which can help the younger generation build up their own opinion and better understand what’s going around them, whether it is in Switzerland or abroad.
One of the exciting and new aspects of running this campaign with Tamedia was the number of different touchpoints used to promote the Youth offer. From traditional print media to collaborating with local influencers, we went a step further by going to university campuses and collecting 19 students’ opinions about their habits regarding information and the importance of having access to verified, qualitative and reliable sources of knowledge.
In October, we organized a photoshoot session with local non-professional models in the streets of Lausanne and Geneva. The shots taken were used as a basis for the visual aspect of the campaign, for example on front pages of the newspaper “20 Minutes” (part of the TX Group, which holds Tamedia as well), sponsored TikTok ads, and on owned media landing pages.
Knowing that young people are 1.25x more likely to discover new brands and products via endorsements by celebrities, it was decided to run a paid partnership campaign with local influencers. All part of Generation Z, they were selected because their content reflects the everyday life of young people, not afraid to tackle serious subjects, such as discrimination or the climate crisis with humor and a light-hearted tone.
For 42 days, 6 influencers posted about the Youth subscription on their profile. Among the 3 main topics, they were free to choose the one they wished to address, reflecting their true personal beliefs. In total, 3 stories, 4 reels and 1 feed post were posted.
When you want to interact with Gen Zers, TikTok immediately comes to mind, right? For that reason, we also asked the influencers to share this new offer with their TikTok communities. With a community of almost 5 million followers and close to 117 million likes on his account, Léo Monferini, the TikTok star, contributed greatly to spreading the message to Gen Zers.
The TikTok campaign lasted 42 days and 4 influencers took part in it, creating in total 5 TikToks.
As we know, Gen Zers are mainly students. Therefore, it was mandatory to be present not only online, but also in the place where they spend the majority of their time: universities.
One way to be present was to hang posters advertising the Youth subscription on public and free bulletin boards.
First, we went to different campuses of Western Switzerland, and hung posters advertising the Youth Subscription on public bulletin boards. To make them look like small ads, we precut small tabs, with a QR code leading directly to the subscription page.
In order to create content for the rest of the global campaign, we went directly to the source, and interviewed some students in Lausanne and Geneva. After briefly introducing ourselves and presenting the project, we asked them short questions about their opinions regarding information, where they inform themselves, etc. We concluded the interviews by shooting some general knowledge questions, for example the name of the actual US Vice President, who is the President of Switzerland or the name of the latest Covid-19 variant.
As a reminder, the primary goal of this Youth Campaign was to raise awareness around both 24 heures and La Tribune de Genève and place them as a reference for qualitative and verified information to the younger generation.
During the first 40 days of the campaign, traffic shares coming from people aged 18–24-year-old went significantly up on both websites. 24 heures saw an increase of + 54.91% users, whereas La Tribune de Genève observed 59.84% more traffic, compared to before the campaign’s launch.
Overall, this campaign met its primary objectives. Both titles were seen by the target audience, whether it was in a print form or online. The communications concept was really aimed at Generation Z. Whether it was through TikTok or directly by talking to them on campuses, we were able to spread the message in a clear but also friendly way to our target.
Totally innovative, this campaign was also useful for both Tamedia and SQLI as a means to evaluate the performance of new activation mechanisms, giving us the opportunity to take away key lessons and feedback.
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