As a reminder,the main objective of this Youth Campaign was to increase public knowledge of both 24 heures and La Tribune de Genève and to establish them as reliable sources of information for young people.
On both websites, the percentage of traffic from users between the ages of 18 and 24 increased dramatically within the first 40 days of the campaign. Compared to before the campaign's introduction, 24 heures witnessed an increase of + 54.91% users, while La Tribune de Genève had a rise of 59.84% in traffic.
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 served as a great tool for Tamedia and SQLI to assess the effectiveness of novel activation techniques, providing us with the chance to learn important lessons and receive feedback.
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