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Case Study

Making Quebecers realize they need a notary

Impact

In Quebec, a large portion of the population still underestimates the importance of legal protection, often delaying action until an issue arises.

We focused on a simple approach making complex topics accessible and human. By partnering with trusted local media and using multiple content formats, we reached people where they already consume information.

Video, articles and podcasts each played a specific role to capture attention, spark reflection and shift perceptions.

Result over 1.4 million video views exceeding targets by 472%, strong content overperformance and thousands of completed listens. Proof that a well executed content strategy can truly change how people perceive complex issues like legal protection.

Client Objectives

Your growth

Services and Technologies

Media Activation and Performance Media and Adtech Insight and Media Strategy Data and Technology Market Intelligence Customer Experience (CX) CX Strategy and Research

Industry

Nonprofits Public and Parapublic Organizations

The Mandate

The Chambre des notaires du Québec faced a significant challenge: many individuals underestimate the importance of legal protection and tend to act reactively rather than proactively.

Legal topics are often perceived as complex and inaccessible, making it difficult to drive awareness and action.

The mandate was to develop a content strategy capable of simplifying these topics, debunking misconceptions, and encouraging proactive behaviors.

+472%

video views vs target

The Strategy

Simplifying complex topics

Make legal concepts accessible and relatable. 

Humanizing the profession

Showcase notaries to build trust and credibility. 

 

Leading with content, not messaging

Focus on answering real user questions instead of promoting the profession. 

Adapting to content consumption habits

Use multiple formats (video, articles, podcasts) to reach different audiences. 

Leveraging trusted media environments

Partner with local media to ensure credibility and reach. 

People avoid legal topics because they don’t understand them.

Key Steps

Audience and market analysis

In-depth analysis of customer behaviors, needs, and motivations to inform the program strategy.

Value proposition development

Design of a compelling offer aligned with rational, emotional, and relational drivers. 

Program structuring

Creation of a detailed activation playbook covering CRM tactics, content, and engagement flows. 

Touchpoint design

Development of acquisition journeys, landing pages, and user flows. 

Automation setup

Implementation of automated email scenarios and campaign templates. 

Team enablement and training

Support and training of internal teams to ensure long-term autonomy.

Our Process

 

Start with real questions

Address concrete user concerns 

Simplify without oversimplifying

Make complexity accessible 

Humanize expertise

Build trust through people 

Adapt formats

Create for each platform

Create moments of realization

Trigger meaningful “aha” moments 

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