Royal Bank of Canada

Building brand awareness and acquisition for high value market segment

Company Description


Royal Bank of Canada is a global financial institution with a purpose-driven, principles-led approach to delivering leading performance. It is Canada’s biggest bank they have a diversified business model with a focus on innovation and providing exceptional experiences to our 17 million clients.


Objective


Increase sign-ups to remain a leader in the youth and young adult segment through an action-oriented approach


Strategy


  • Spearhead an integrated marketing campaign focusing on both digital and field marketing

  • Created a new tone of voice that was used to design marketing content and strategies on social media to support Youth and Young Adult Banking acquisition & growth

  • Highlighted top trends to ensure there is a connection with the target segment with relevant messaging

  • Devised an unbeatable offer to entice the target segment over other banks

  • Hosted a special event for Vancouver by setting up custom branded booths with on-site banking staff - placed in 4 high-traffic zones with the highest target density


Impact


  • 6000+ sign-ups had a retention rate of 90%

  • Engagement rate of 17% from 2M impressions

  • 50,000+ Foot traffic with an engagement rate of 40%


17

K +

Leads collected

6

K +

Sign-ups

2

M

Impressions

Impact by Numbers