How tök communications manages its influence campaigns with Stellar

To celebrate the 5th anniversary of Le Central, Montreal’s iconic food hall, Canadian agency tök communications brought together influencers and journalists for a series of festive evenings in the heart of the Quartier des Spectacles. Discover how the agency leveraged the Stellar platform to track, analyze, and optimize their campaign’s impact in real-time – with results that exceeded all expectations.

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tök communications

The 360 Canadian communications agency

Founded in 2016 by Éric Santerre, tök communications is a Montreal-based agency that stands out for its personalized approach. Located downtown, the agency brings together a multidisciplinary team with diverse talents: public relations specialists, social media strategists, designers, and organizational communication experts.

The agency supports its clients in all aspects of their communication (PR, social media, graphic design) with a clear philosophy: delivering tailored solutions that precisely meet each client’s objectives.

LGBTQ+ certified by Canada’s LGBT+ Chamber of Commerce, tök communications is committed to making a real impact on society and its clients’ development. A vision that’s reflected in each of their projects.

Objectives

A mouth-watering public relations and influencer campaign

16 restaurants under one roof, in the heart of Montreal’s iconic Quartier des Spectacles – there’s no doubt about it, Le Central isn’t your ordinary food court. And to celebrate its 5th anniversary, tök communications knew they needed an event to match.

The idea? A series of 5 festive evenings to reach all audiences. First, an exclusive VIP evening on October 17, 2024, bringing together lifestyle influencers and foodie journalists. Then, because gastronomy is meant to be shared, four public evenings on October 24 and 31, November 7 and 14.

The perfect opportunity to spotlight the 16 restaurants that make up Le Central’s soul, including two newcomers enriching this already unique culinary offering.

Here’s how tök communications used Stellar to achieve its objectives:

Target audience engagement: Precise targeting of content creators’ audiences by city, language, age, gender, and other data in just a few clicks.
Sustainable collaborations: Careful selection of micro, nano, and mid-tier influencers and food journalists for 100% organic partnerships.
Content diversification: Multi-format strategy deployment on Instagram and TikTok with stories, posts, and reels to maximize event visibility.
Performance optimization: Real-time monitoring of essential KPIs (reach, engagement, EMV) via Stellar to adjust the campaign on the fly.
Impact measurement: Precise analysis of reach and results to demonstrate campaign ROI.

Campaign

As Montreal’s first Food Hall, Le Central embodies the city’s culinary vibrancy by bringing together 16 iconic establishments in a space that brilliantly combines local gastronomy with urban ambiance.

To celebrate Le Central’s 5th anniversary and highlight its unique position in Montreal’s culinary landscape, tök communications mobilized a network of passionate lifestyle influencers and foodie journalists.

Campaign by the numbers:

Social platforms used:

Results

Behind the scenes of a 5-star campaign

Using the Stellar platform, tök communications could precisely measure each content piece’s impact and optimize their strategy in real-time. The results speak for themselves – the generated content achieved remarkable reach and engagement:

And that's not all:

The campaign’s ROI was equally impressive, generating a media value of nearly 170K CAD, demonstrating the effectiveness of the established collaborations and targeting relevance.

The cherry on top

Content creator enthusiasm exceeded all expectations. Beyond planned publications, many spontaneously created additional content after the event – reels, photos, in-feed posts – demonstrating Le Central’s lasting impact on their community.

How Stellar helped tök communications achieve their goals?

For Le Central’s 5th anniversary campaign, Stellar was essential to tök communications‘ strategy by providing key metrics and supporting decision-making.

KPI tracking: Monitored content reach, engagement, and media value in real-time to assess each action’s impact
Creator analysis: Measured guest engagement through content production to identify top collaborators for future work
Audience insights: Used demographic data to confirm the campaign reached intended targets in key areas
PR optimization: Identified authentic and engaged influencers for lasting relationships through profile analysis
Content tracking: Simplified monitoring of stories and temporary content across multiple creators
Clear reporting: Generated detailed summaries showing overall performance and results to the client

By leveraging Stellar, tök communications not only orchestrated a successful campaign for Le Central but also strengthened its ability to build lasting relationships with content creators – a valuable asset for future PR activities.

Sentiment Analysis, to take the pulse of your community

Beyond traditional metrics, Stellar’s sentiment analysis allowed tök communications to deeply understand their campaign’s reception.

By instantly decoding comment tone and emoji usage, the agency can measure Le Central’s real perception among audiences and adjust their strategy accordingly. A valuable tool for validating the emotional impact of their actions and making decisions based on concrete feedback.

Stellar brings us concrete value in several aspects: the various available features allow us to refine our strategy, particularly in creating our press lists, and adjust our approach in real-time. We can easily track and organize all content, even in complex campaigns, and offer our clients a clear, detailed summary of actions taken. Stellar is an essential tool for measuring the effectiveness of our actions and justifying obtained results, thus offering a precise vision of our campaigns' performance.

Maëlys ChupinPublic Relations Project Manager

Accompanied with Stellar love by:

We’re delighted to see agencies like tök communications using Stellar to maximize the impact of ambitious campaigns like Le Central’s 5th anniversary. This project represents a perfect illustration of what Stellar can bring: concrete support to maximize campaign impact.