Bayard Jeunesse is the leading press publisher for children and teens.
The magazines published by Bayard Jeunesse follow their readers from ages 0 to 20 years helping them grow and assert themselves through the desire to read, an appetite for understanding, and a thirst for discovering the world.
Early 2017, Bayard Jeunesse launched a call for bids to work on their off and online approaches for Back-to-School. The deployed approach had to meet several challenges: to boost the number of subscribers during the period, to install the brand’s new identity with the new Bayard Jeunesse Brandbook, and to script the back-to-school approach for multi-channels while communicating target-based messages (customers/prospects).
Telling a story with multi-channel events adapted to the customers and their children’s ages while following the new graphic guidelines, and over the course of 2 months!
To do so we first defined the relational promise: “It’s so easy to help them blossom by shaping their most beautiful childhood memories”.
This phrase gave an overall sense to all Bayard’s communication for the Back-to-School campaign.
By way of this promise, we created a fun and rhythmic storytelling that worked online as well as offline to relay the operation on the different advertising formats (emails, site dressing, banners, landing pages, social wall, print mailing, catalogue) and to the different targets.
In all, 12 digital formats were produced, obviously responsive, 46 banners (gif and HTML5), 1 print mailing in 3 targeted versions depending on age, 1 catalogue and 1 social wall.
The synergy between the altima expert team (strategic planner, creative team, web designer/copywriter and the CRM consultant) and the Bayard Jeunesse teams (marketing/illustrations by Fred Benaglia). Without forgetting the support of the Hobbynote agency for the social portion with the development of the Bayard Jeunesse social wall.
For a look at the results, come this way