Royal Bank of Canada

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%