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Meuble du Québec - The 2021 Spring Campaign in a glimpse!

Sep. 23rd, 2021

The Meuble du Québec signature and our furniture manufacturers here have certainly gotten visibility notoriety thanks to the 2021 spring advertising campaign! In addition to providing a direct link to Quebec consumers, one of the main objectives of the campaign was to create demand for Quebec furniture retailers. The campaign was rolled out in the middle of the pre-move period, to remind the public that the purchase of a new piece of furniture should automatically begin with a search for products made in Quebec.

The campaign kicked off on May 6, 2021 with the issuance of a press release. We were helped in this by the public relations firm NATIONAL, a partner of the QFMA. Read the press release (in French only)

 

A media creativity component was then deployed on various Radio-Canada platforms. Here are the highlights:

TV commercials

  • Total reach: 4,437,300 people
  • Target group: 25-54 years old
  • Broadcasted from May 10 to June 20
  • 3 TV spots in rotation on Radio-Canada and a bonus of 125 30-second opportunities on RDI

 

Social media

  • The campaign reached more than 71,000 French-speaking Quebecers over the age of 45 interested in furniture, decoration and interior design, and who demonstrated a high level of engagement with many comments and reactions shared on the publications.
  • Click-through rate of 3.32%

 

Radio-Canada website

  • Three banner formats: 533,375 impressions
  • Click rate of 0.27%

 

Branded content/webspace

  • Drop point for clicks from our web banners
  • Promotion of the content on social networks
  • 5,571 page views
  • Average time spent 2:21

 

A partnership with Éditions Pratico-Médias has also enabled Meuble du Québec to gain visibility on various platforms, from social networks to magazines, including a contest to win a great mattress made in Québec!

INSTAGRAM          

  • REEL - video animation with photos of different furniture from our manufacturers, posted on June 17th
  • Duration: 0:23 seconds
  • 1,687 views

  • STOP MOTION – step by step video animation of a Bestar coffee table being put together.
  • Posted on June 9: 35,622 people reached
  • Reposted on June 25: 23,200 people reached

                              

Editorial Articles

Four Je Décore editorial articles published on the web, on social media and in the print magazine

  • Bathrooms (published July 12): reach of 7,300 people on Facebook, included in the newsletter to 67k people, print magazine distribution 90,000
  • Living and sitting rooms (August 16, results to come)
  • Farmhouse and rustic styles (release October 2021)
  • Designer trends 2022 (publication December 2021)

 

Contest

  • Prize: a Stella rolled mattress offered by Matelas Mirabel!
  • May 24 to June 7, 2021
  • 3,024 participants - and 1,887 new subscriptions to the Meuble du Québec newsletter! (This is the kind of participation rate usually seen in month-long contests!)      

Je décore Newsletter

  • Sent to 67,428 people on May 24, 2021
  • Opening rate: 18,000 people (rate of 26.4%)
  • 990 clicks (5.6% rate)