Bayard Jeunesse : Reading for all tastes

Bayard Jeunesse has been No. 1 in children’s magazines for ages 1 to 20 for over 60 years!

Today, 6 million young and old readers devour their stories, reports and comics every month.

Bayard Jeunesse
+12,5M
views generated on TikTok
19%
conversion rate
6
influence videos produced

Bayard Jeunesse's challenges and requirements

Bayard Jeunesse wanted to take advantage of its highlight at the start of the 2023/2024 school year to generate new subscribers for its magazines.

The brand wanted to diversify its communications by going on TikTok and playing with the different levels of the purchasing tunnel.

The collaboration with Bayard Jeunesse was based on 3 objectives :

  • Engagement
  • Lead generation
  • Conversion
BJ

Solutions implemented by Neads

To meet these needs, our teams developed an influencer strategy aimed at promoting Bayard Jeunesse’s services through young mom micro-influencers to embody the brand on TikTok.

Our teams then developed different scripts and video concepts to appeal to the nostalgia and emotions of young parents, while answering all their questions about Bayard Jeunesse.

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Videos from the campaign

Bayard Jeunesse

Bayard Jeunesse

Bayard Jeunesse

Bayard Jeunesse

Bayard Jeunesse

Bayard Jeunesse

Our methodology

The different actions implemented
Logo casting

Casting

Following the persona provided by the Bayard Jeunesse team, our influence team identified and presented suitable influencers.

Script

Script

Once the concepts had been validated by the brand, the influence team took charge of writing the scripts, with a very detailed step-by-step storyboard.

Tournage

Production

Once filming has been completed by the creators, the influential team edits the videos, adapting them to the TikTok codes.

Logo publication

Publication

Once the content had been validated by the brand, the influence team drew up an editorial schedule for publication on the creators’ TikTok accounts.

"The videos are top-notch, well edited and the creative speech faithful to the briefs with lots of detail and precision. Thanks to the Neads creative team."

Catarina FerreiraDigital Marketing Project Manager at Bayard Presse Jeunesse

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