+12.5M
views generated on TikTok
19%
conversion rate
6
influence videos produced
Bayard Jeunesse’s challenges
Back-to-school season is Bayard Jeunesse’s key moment. For the 2023-2024 school year, the publisher wanted to use it to win new magazine subscribers.
The idea: step outside its usual channels and go to TikTok, speaking to parents at every stage of their decision-making, from discovery to subscription.
The collaboration was built on three objectives:
- Drive engagement
- Collect leads
- Convert into subscriptions
Our solution
Who better than a young mom to talk about children’s magazines to other parents? We built an influencer strategy led by young mom micro-influencers, to embody Bayard Jeunesse on TikTok.
Our teams then wrote scripts and video concepts that play on two levers: the nostalgia and emotions of young parents, and concrete answers to all their questions about Bayard Jeunesse.
Six videos were enough to generate more than 12.5 million views on TikTok, with a 19% conversion rate.
Our creations for Bayard Jeunesse
With creative, authentic content tailored to the codes of each platform
Our methodology
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Our Social Media agency offers a complete methodology to help you reach your goals
Casting
Based on the persona provided by the Bayard Jeunesse team, our influencer team identified and presented suitable micro-influencers: young moms active on TikTok, in tune with parents’ concerns and credible when talking about reading and early learning. Their closeness to their community was the key to a sincere recommendation.
Script
Once the concepts were approved by the brand, the influencer team wrote the scripts, along with a highly detailed, step-by-step storyboard. Each video had to strike a balance between the emotion and nostalgia the magazines evoke, and clear answers to the questions parents ask themselves before subscribing.
Production
The creators shot the videos following the scripts and storyboards, before our influencer team took over for editing. Each video was adapted to TikTok codes: an immediate hook, pacing, subtitles and a tight length, so the message stays natural and makes people want to discover the magazines.
Publication
Once the content was approved by the brand, the influencer team drew up an editorial calendar for publishing on the creators’ TikTok accounts, timed around back-to-school season. Six videos were published, for more than 12.5 million views and a 19% conversion rate.
