Village des Valeurs
Reshaping a National Campaign into a Distinctly Local Success
Savers (aka Village des Valeurs in Québec) enlisted Edelman to raise brand awareness in the Québec market leading up to Halloween and to position it as a prime destination for costume shopping. Initially, we were simply asked to promote content from the US, but we identified an opportunity to leverage Montréal community members to create content that would resonate more deeply with Quebecers.
To reach the Québec audience and help consumers find the perfect costume, we launched a hyper-local campaign that mobilized local celebrities, including the mayor of Montréal, Denis Coderre; well-known actors from the TV show, La Petite Vie; and the Floribécois, a term coined for Québec snowbirds who live in Florida during the winter.
The campaign garnered extensive coverage in top-tier publications, generating more than 11 million impressions and prompting a tweet from Montréal mayor, Denis Coderre, which included a link to TVA Nouvelles.