The first agency specializing in TikTok in Quebec: HEYA was founded in August 2022. Discover the rich universe of this agency and let it guide you through discovery and success on TikTok.
As we enter 2022, Quebec’s digital ecosystem is in full swing! Although the Instagram/Facebook tandem remains the winning duo for B2C companies in Quebec when it comes to achieving their business goals via social networks, one newcomer has increasingly caught their attention since the pandemic: TikTok.
TikTok is a platform that is as fascinating as it is destabilizing and is not the first success. With an increased number of users over the period, whose names we no longer mention, the platform brings together 1.7 billion users in 2023 has become more than just another player.
Aware of the popularity of the platform, I became aware in early 2021 that TikTok was becoming more and more important in the world of social networking in Quebec. What follows is a long journey of several months until the birth of TikTok Quebec: Alexandre Turcotte’s newsletter.
Meeting between partners
After launching the strategy of the TikTok account of the city of Longueuil, which was also awarded the Plume Innovation Prize of theACMQ 2023 : “Due to the selection of precise, interesting and relevant topics that made it possible to build a strong community and impressive content in a short time,” I decided to start my own company in June 2022.
This is where the meeting between the partners takes place. One spring day, something clicked thanks to a LinkedIn publication promoting the TikTok Québec newsletter.
” I remember it This post literally hit me like a slap in the face.. I followed Alexandre on social media for years and found his approach so daring that I felt nostalgic for the creation of Réverbère,” he recalls Charlie Fernandez, CEO of the agency street lamp during a conference.
Same story with Tristan Gevaux, vice president and creative director. “I didn’t know Alexandre personally, but I was impressed by his approach, his human side and his passion for content creation from our first conversations and exchanges.”
Holidays, back to school and birth of HEYA
Discussions and meetings will continue throughout the spring before taking a break in the first weeks of summer 2022.
“We really had a lot on our plate,” I remember Manon PiersonDevelopment Manager at Réverbère.
“At the same time, we are planning beyond the summer holidays and thus the completion of the activations for Back to School the opening of our subsidiary in France“This required us to take a lot of time to think about getting everything right,” she adds.
On August 15, 2022, after a well-deserved vacation and a period of observed reflection, HEYA was finally born.
Setting up an agency specializing in TikTok with experienced people seemed to make more sense to me than joining a company or starting a project on my own.
I also remember what Charlie Fernandez told me: “We can start an agency on our side, and you can do it on your side.” In both cases it may work, but not as quickly and well as if we did it do it together.”
That convinced me!
Less than six months after passing and already a big disillusionment
Building on the experience of the three partners Alexandre Turcotte (me), Charlie Fernandez and Tristan Gevaux, HEYA is quickly making a name for itself in the digital agency landscape and establishing itself as the TikTok reference in Quebec.
In fact, in just a few weeks, the agency already has around ten clients, including several avant-garde brands in terms of communication through social networks, including Ernest, the Ordre des Ingénieurs du Québec, Télé-Québec, Héma-Quebec and the Centrale des syndicats du Québec (CSQ) or even the Cégep de Drummondville.
Nevertheless, the Canadian federal government’s actions against TikTok and then those of the Quebec provincial government placed serious obstacles in HEYA’s wheels and triggered a veritable flood of institutional clients at the young agency.
We had the wind in our sails and had a really cold shower. We had to take charge and focus on a different type of clientele that is less institutional and more focused on retail, staffing and hospitality.
Falling down and getting back up like nothing ever happened
Despite this serious setback, HEYA is rolling up its sleeves, intensifying its efforts with its remaining customers and focusing its awareness efforts on other areas of activity.
“When the government announcements came, it caused a huge uproar,” recalls Melissa Nabeti, Director of Digital Performance at Réverbère and Consultant at HEYA. “Not only did this mean a significant loss of income, but it has also required a restructuring of HEYA’s entire production since then his work schedule had been cut by more than 60% ” she adds.
HEYA is resolutely increasing its conferences, trainings and other public interventions aimed at demystifying the world of TikTok and educating curious companies to form their own opinions about the platform.
“Although it took a lot of time and effort, this repositioning allowed us to get HEYA back on the right track,” remembers Charlie Fernandez. “This also allowed us to question our processes and strategies, but also to build strong relationships with brands that are popular with Quebecers.” Rotisserie Saint-Hubert or Mondou. »
With the first twelve months full of sensations, the HEYA adventure has just begun. Rich in exceptional customer diversityThe agency focuses on what it does best: helping brands discover TikTok and enabling them to get the most out of this platform. To find out how to do this, don’t hesitate to contact me.
Alexandre Turcotte
Co-Founder and Vice President of HEYA.