For many years, VRAK, a Bell Media property, was the #1 television channel for children under the age of 14 in Quebec. But over time, this demographic started to lose interest in watching television.

VRAK decided to rebrand, focusing instead on audiences over the age of 13. The TV channel created a new brand image and began offering more programs aimed at millennials.

However, they had a major obstacle to overcome: VRAK’s new audience was notoriously suspicious of advertisers. Millennials trust ad content less than other generations do, and 30% of them use ad blockers. Their media habits also reflect this distrust: they spend most of their time on adless instant messaging apps and prefer free digital content.

So, how do you appeal to millennials while still generating ad income?

When it comes to innovation and programmatic advertising, we’re ranked among the country’s most respected marketing agencies. We got to where we are by refusing to sit on our laurels.

We operate in a continually changing industry dominated by international agencies. As a result, we must occasionally step back to rethink our strategies and determine how to demonstrate our value best.

To this end, our team developed a digital media strategy capable of taking us off the beaten track, increasing our notoriety, and exhibiting our know-how to the various players in the field.

Let’s see how the strategy paid off.

Since launching more than 20 years ago, Fatboy has become the most iconic beanbag brand in the world. As the Netherlands-based business grew, its founders set their sights on developing an online distribution channel in Canada to strengthen their international presence and generate more sales.

Doing so would be no easy feat. As we all know, online retail is an extremely competitive market. More than 55% of product searches in North America take place on e-commerce sites such as Amazon—and everyone wants a piece of the pie.

In this climate, creating a dedicated website to sell your products simply doesn’t cut it. Moreover, shipping in Canada is expensive, especially for heavier items such as the Fatboy.

Thankfully, these problems had a straightforward solution: Fatboy became an Amazon vendor, handing off their distribution to the e-commerce behemoth.

However, in terms of generating online sales, there was still plenty of work to be done!