Le Devoir Case Study

Le Devoir is a daily Quebec newspaper headquartered in Montreal. To effectively promote it, a special trial offer was made inviting potential subscribers to get the paper for free for a limited period.

Context

Le Devoir, in partnership with its media planning agency, Touché PHD, called on Ressac Media to give the newspaper a solid online presence with a view to increasing subscriptions.

Returns

This media placement strategy consisted in reaching potential Le Devoir readers through carefully selected websites, in many cases, competitor sites. Thanks to our semi-automatic configuration and daily optimization strategy, the campaign was consistently mentioned on a dozen information sites, including those run by direct competitors.

Conclusion

Despite a relatively limited media budget, the Le Devoir campaign exceeded all expectations, generating more than 24,000 clicks and some 3,000 subscriptions per day in the space of just a month. The client was very pleased with the 12% conversion rate that was achieved and we were delighted when the campaign was nominated for a prestigious Infopresse media award, a first for an SEM campaign!