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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